(PART I)

“Design is thinking made visual” – so the saying goes. The maxim becomes especially applicable to Logo Design.

A logo is a graphical representation of the USP of your company. It encapsulates within it the sum total of your company’s vision, values and ethos. The logo is the symbol that goes beyond words, brings to mind emotions, sets your company apart from the competition at a glance and spreads your marketing message across all platforms of marketing media. In a nutshell, the logo is your most important tool for creating brand recall.

‘I’m Lovin’ It’ – what do these three simple words bring to your mind? People across the globe recall McDonalds famous tagline and the Golden Arch that is associated with these words. Now this is what is called brand recall. So a brand is really a collage of those attributes, emotions and values which you would like the consumer to associate with your company and because people process an image in their mind more easily than words, the logo performs the very important function of visual stimulation to induce the memory to recall the image and special attributes of the particular brand – this in short is known as brand recall.

So rather than write a long statement on “what we’re about” just create a good logo and half your task is done. But what is a good logo?

A good logo is one that has been designed with a lot of thinking and truly represents the image of your company. If you take a good look at your company and turn it inside out you will find those strengths that need to be highlighted in your logo. The image of your company also matters. For instance, if your company provides financial or legal services your logo would probably do well by being conservative in design and colour. On the other hand, if you an artist or a state-of-the-art IT company your logo could use a more contemporary look and feel. Finally what is your “Unique Selling Point” vis-à-vis your competitors? Pick a couple of comparative market advantages that your company can provide and highlight them in your logo.

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