Your logo is second only to your name

by Ashlee Jones

When branding yourself or your business, your logo is second only to your name. In a technology driven world, it is often the first visual representation that people will see of your brand. And while you might think that your logo should solely represent your business, it is equally important that it evokes the right emotions from your target customers. A carefully selected combination of typography, icon style, and color will help to convey the personality of your business, as well as appeal to your audience.

One important consideration is the typography. This is the style in which your business name will appear. People often refer to this as the font. There are four main categories for fonts:

  • Serif fonts emulate classical writing dating back to the 15th century. These are often seen as more traditional because of their historical roots.
  • Sans serif fonts do not carry the extra strokes on the end of their letters, thus making them look more clean and contemporary.
  • Script fonts often have strokes that will connect the letters, much like cursive writing. This style of font has a sense of sophistication.
  • Decorative fonts are distinct and playful, and each style will have its own unique personality.

The next thing to consider is icon style. Icon style is essentially the composition of your logo. While there are many different variations of icon styles, the focus should be on the main three:

  • Logotype is when you use just your company name in a graphic way. The text will be heavily stylized and serve as a logo on its own.
  • Icons or symbols are graphic representations of your brand. It should be a visual representation of your name or what it is that you do.
  • A combination icon combines both logotype and symbol into one cohesive logo. This can mean they are directly next to each other, or they may be fully integrated with each other.

Last, but certainly not the least important, is the color. There is a link between colors and feelings, and you can use this to your advantage when choosing the appropriate palette to appeal to your target market.

  • Red is bold, exciting and passionate. It commands attention.
  • Orange is cheerful and friendly.
  • Yellows are bright, happy and optimistic.
  • Green can be seen as both peaceful and healthy.
  • Blue is trustworthy and strong.
  • Purple is luxurious and creative, and represents wisdom. It is less commonly seen in branding.
  • Black is traditional and sophisticated.
  • White space in a logo, also known as negative space, will help create balance and keeps things from looking too busy.

It is important that all the pieces of your logo work together and look professional. Each element should reflect the personality of your business. Once combined, your logo should speak to your target audience and make them want to connect with you.

What does your logo say about you? Are you honest and sincere? Or trendy and contemporary? Maybe reliable and confident? Or even glamorous and charming? How about masculine and rugged? Your logo is your first impression, so make sure it’s a good one!