A logo is more than just a fancy symbol for goods. It is an expression of the company’s brand promise and must have a high recognition value in order to differentiate it from other companies. In many cases, the logo is the very first thing that new and potential customers notice about the company. As with any first impression, the message you want to convey needs to be clear and understandable.
The question of many companies just starting out is how to match the brand to their logo. Fifteen professionals from the Forbes Communications Council examine how a company can connect its logo design to its business ideals to create something that is both memorable and relevant, helping its company stand out from the crowd.
Reading: How to create a great brand logo
1. Do the work first
A lot of people think that the logo is synonymous with “brand”. Big mistake. There is so much more to your brand and logo. Make the effort to understand who you are, what you stand for and how you want your company to make you feel. Finding the right logo requires thorough consideration of the entire brand. If you can answer your “why,” that’s a good start. Then focus on translating that into a visual representation. – Maile Keone, Listen Technologies Corporation
2. Keep it simple
The best branding is classic and timeless. If you’re not sure you have the right logo or name, take the time to get it right. You won’t regret it because good branding should last for years (decades even). Go for something simple and recognizable, and make sure you set standards for how your name and logo will be used by others. – Kate Barton, Clearview Consulting
3. Integrate the Voice of Employees
Some of the best logos and slogans come from me sitting with employees and brainstorming words and design with them. When they feel engaged, a brand comes alive through their actions. They live the word and the customers see and feel it! – Stacy Sherman, DoingCXRight®
4. Think about the emotions you want to convey
A company name and logo are often the first impression a person gets of a company. Think about the emotions you want them to feel. wanna be playful Wanna be all business? Are you a consumer brand or a business to business? Use the name, typography, iconography and color to strike an emotional chord with your ideal customer. – Rick Ramos, HealthJoy
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5. Start with the brand story
I recently did this exercise with my own startup company. It took me over a year to create the logo (it was completed two weeks ago) because the company name and brand story were the more important parts of starting my business. Once these two elements were defined and aligned, the logo organically came together, bringing all the pieces together. Start with your brand story and the rest will follow. – Shiloh Holmes, Open Roads Marketing
6. Make it memorable
Branding means visibility, but memorable helps companies bypass the cost of ongoing marketing. I recommend something memorable and silly. Whether it’s NerdFace or CircleBomb, having your customers hear it just once will make it easier for them to relate to others in the future. – Scott Lysz, A&D Technology
7. Go with your gut
Sometimes business is about spreadsheets, sometimes it’s about your gut. When you land on a name and logo that feels right, you know it. Start with the name. List 10 words associated with your values and mission, then make Thesaurus.com your best friend. Next, find your colors and fonts and let your logo take shape. Like a statue liberated from stone, your brand’s visual identity will soon take shape. – Melissa Kandel, Little Word Studio
8. Keep it minimal
Logos and brand names should be both recognizable and simple. When coming up with a brand name, you should first use the name of the founder(s) or give it a playful touch. Whatever you choose, make sure it’s easy to pronounce and ideally a monosyllabic word. Always hire a design professional for your logo that incorporates a consistent, minimalist aesthetic that is easily identifiable. – Amin Rahal, Regal Assets
9. Putting a face to the numbers
Ecommerce companies can improve their user interfaces by taking a multi-pronged approach: use data to pinpoint the underlying problem, then connect it show customer preferences and behavior with the human perspective. This gives brands insight into the perspective of their customers and empowers them to design experiences that best meet their needs and expectations. – Michelle Huff, User Testing
10. Make it personable
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The best company names express the essence of what the company does using a word that customers can easily understand and therefore remember.Using an everyday concept makes it easier to create a personable logo that can be used creatively throughout your marketing. Combinations of words can work but are hard to come by. VMware, Mulesoft, and Gremlin are some great examples of B2B enterprise software. – Alberto Farronato, Gremlin
11. Focus on your niche
Create an idea that resonates with your target audience and conveys a message specifically for them. It should be something that reflects your solution to them, what your business proposition is, so they understand what you’re doing and why it makes sense for them. – Cody McConnell, Be Unique Consulting
12. Create and test different branded versions
Create focus groups to test which branding resonates most with your target audience. Be sure to ask specific follow-up questions to find out what interests them about your logo/name. Discover the emotion behind the attraction, and you can use these insights to improve your logo and company name before launching your brand. – Maura Kennedy, Pond Lehocky, LLP
13. Future-proof your name
Keep your company name generic as the market and business will evolve. Best Buy’s original name was Sound of Music when they sold audio equipment. In 2007, Apple Computers changed its name to Apple Inc. as iPod and iPhone sales picked up. Even Dunkin’ Donuts changed its name to Dunkin’ when coffee and other beverages made up 60% of their purchases. – Vincent Phamvan, Vyten Career Coaching
14. Promote Unique Value Messages
Organizational strategies for creating logos and names need to start with purposeful storytelling. Your identity should be an extension of the narrative and unique brand differentiation you build with your audience. It should not only make it clear what your company does, but also what you stand for and why you do it. – Megan Longenderfer, Victaulic
15. Think Search Engine Optimization
A great company name and logo can help a brand stand out from the competition. Once you’ve found the right one, it’s tempting to start with the introduction. Before you do that, you should consider the SEO implications. Is your name a common expression? Are there other companies with that name? Having an original name will make it easier to rank in the algorithm and one less competition problem for your brand. – Patrick Ward, Rootstrap
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