The Importance of Logo Design:
The use of symbols in communications has been documented since the time of hieroglyphics. Symbols are used to convey depth of information in an efficient manner, and they can be used to replace what would normally require a lot of explanation. Symbols are a fantastic way to convey a concept . . . think of roadside signs, for example.
With a logo, you can use a symbol and/or font style to convey information about your business that can be easily remembered by prospects and existing customers. It empowers your business to communicate using both visual (symbol or a graphic style) and auditory (your business name) cues, which makes it more memorable. A logo is an important part of your company’s brand, which embodies how your customers both think and feel about you.
Some business owners think that a logo design is both unnecessary and out of their reach—that it’s something for only large corporations or fancy design companies. But the importance of a smart logo design for a small business can’t be underestimated. And it’s likewise for building a brand—whether you invest in your brand or not, you’re creating your brand at every moment. It’s up to you whether that brand conveys a positive or negative image or feeling in the minds of your customers.
Think about it—if branding wasn’t important, why would so many companies do it? If branding and logos weren’t important, we’d live in a world of generic products. Quite a few years ago, some people thought generic products would trump their branded, more expensive counterparts. The generic products were basically identical in quality, but came in plain, black-and-white packaging. Now years later, branded packaging takes up the majority of shelf space at retail stores. The reason for this is much more complex than the fact that people like to look at colorful packages.
Logos and brands are very important in establishing relationships with new customers. If a customer is searching for a lawn services company, for example, and he comes across two companies on Google—one that doesn’t have a professional logo design and one that does—which company do you think is more appealing?
The company with a logo has an advantage because a professional logo design conveys a feeling of trust… and trust is a big reason why customers initiate a relationship with your company. Most people are willing to pay more to have a relationship with a trusted company, as opposed to working with an unknown, generic entity.
Even if your company’s office is in your basement, or in a building that no one ever sees, if your business cards, website, and vehicles reflect a professional image, your business will appear more established and successful.