Knowing how to use your logo well and actually using your new logo design should be easy right? I have noticed a trend that can happen with new business owners when they are uncertain about how to implement their new design. Visual brand consistency with your logo and graphics brings visual continuity. It is not a difficult thing to achieve when you keep a few key guidelines in place when integrating your “look” into your social media profiles, website, printed business cards, postcards, sell sheets etc. but like every good business practice you need a design strategy.
Duplication is your friend.
Use the same logo over and over. Yes, you will get tired of looking at it after awhile. You will have a twinge to tweak and revise but often this is not the best use of your time and is the wrong move for your business. Duplication is good for brand recognition. I advise clients often to not make changes when they are getting tired of their logo. This is usually the point when their customers are loving it, their business is growing and it is working for them. Remember people don’t like change and it takes time and repetition to become recognizable to your clients.
Duplication breeds familiarity and helps keeps your business top of mind. Your community, fans and customers are trusting you that your are solid and reputable. Yes, a logo can say “quality”, “trust”, and “reputable” to your customers for you! Again, why I say logos are the foundation of your digital media marketing strategy.
Don’t be tempted to change your logo.
Yes, there are circumstances that make it necessary for updates and changes to a logo design but that is another post. Here are a few reminders about what a logo does for your business and your brand image.
- a logo is a work horse that does things like build trust
- brings stability across all your marketing efforts and digital presence online
- helps you stand out as different or unique
- becomes a recognizable identifier or icon for your business
- builds street credibility among peers, customers, vendors and so on
- gives you a professional appearance
Use colors for consistency and brand continuity. This also makes it easier for you to have a little fun and freedom with creating patterns and selecting backgrounds for your social media profiles. Don’t get too crazy with color I recommend keeping two to three main colors as your brand identifying colors. Try to keep them as color accurate as you can and also keep your logo colors the same as well to support continuity and stability.
If you must change your logo be very cautious.
Changing your logo constantly can cause problems (unless your Google or facebook) because it is possible you will confuse customers and prospects that what they are seeing is in fact you! A business needs a point of stability and the logo design or you will risk the possibility of disrupting continuity bringing in lack of confidence in the buyer and risk distrust. This is never so more true than with small or micro businesses because we are the folks who need to bring attention to our business with smaller brand and marketing budgets. Making an impact is your community is easier when you make changes to other visual elements and try to keep the logo as consistent and regular as possible.
A recap of my thoughts.
Cautiously weight the decision to change your logo design. Revise your color use, your imagery, illustrations, photography and other elements to bring subtle changes to your brand to freshen up your brand and bring eyeballs (attention) to your business.
About the Author Andrea Robinson Ready to hire someone with who listens and delivers high quality on-time work? Send me a message by clicking here. If you are ready to turn your design projects over to a pro I understand. Please take the time to connect with me on twitter or join the conversations and inspiration on my facebook business page and when you are ready I am one social connection away!