It’s on your website, business cards, billboard ads, polo shirt, brochure and more—no doubt, your company logo is the face of your business. Your logo is typically the first thing that makes an impression on your potential customers, which is why it’s so important that you have a professional logo that represents everything your company has to offer.
When it comes to assessing your logo, there are a few important questions you should ask yourself.
- Can people tell from your logo what it is that you do?
- Does it stand out from other logos in your industry?
- Is it easily identified with your company even when your business name isn’t included?
- Does it appear the same on my website, business cards and other promotional items?
What are the components of a logo?
There are three major components to every logo. The first is a unique image that is usually identified as an icon or mark. Here are a few examples:
In one blink you should be able to identify all three organizations above without seeing their company names listed. Your business logo should draw the same response from your customers.
The second aspect of a logo is the company name, which should have a uniform font style and scale to give it a design identity of its own. Consider the company names for the above icons:
Finally, most logos are rounded out with a slogan that is also used across the board in all marketing campaigns and materials your business uses. The slogan is more interchangeable than the icon and company font, for example McDonald’s has used more than 27 slogans in the U.S. over its 70 year history including its current slogan, “I’m lovin’ it.”