Only Logo Design

Logos Tell a Story About Your Brand

Logos tell a story about your brand. Potential customers look for a logo to tell them about the value your business will deliver. More than a first impression, a logo describes what might be. For the repeat customer, a logo talks about your firm’s consistency and commitment, while reassuring the customer that buying your product again is a smart decision.

Essentially, there are three kinds of logos: font-derived logos, image-based logos, and abstract logos. A font-based logo presents the letters from the company name in a stylish or memorable way; HP’s logo is an example. An image-based logo uses a graphic or photo image of what the company does as a visual representation of the firm; a good example of this would be a logo depicting a skier for a ski resort. Finally, an abstract logo captures the essence of the firm in an interpretive design such as the golden arches for McDonalds (yes, I suppose the arches were an “m” at one time).

A logo with ragged edges communicates excitement or daring. A logo with soft curves may be serene or feminine. Many popular logos are red and/or yellow since these colors attract attention. When these two loud colors are overdone, they can actually scream “look at me” to the customer. Orange has recently gained popularity as a logo color; it has a “retro” feel that is very stylish today.

A good logo is easily understood and memorable. A logo should comfortably fit on a business card and also work on a billboard. Always test the appeal of your logo with your target audience; make sure it tells the story you want told.

John Bradley Jackson brings street-savvy sales and marketing experience from Silicon Valley and Wall Street. His resume also includes entrepreneur, angel investor, corporate trainer, philanthropist, and consultant. His book is called “First, Best, or Different: What Every Entrepreneur Needs to Know About Niche Marketing”.

John Bradley Jackson