
A logo is not just a mark – it reflects a business’s brand through the use of shape, fonts, color, and/or images.
A logo is effective because it doesn't require the mind to read it, the mind is able to register a single graphic symbol with a minimal amount of time and focus, that is why a good logo design has not changed and will not unless the way our minds work fundamentally changes.
If you are a small business a logo is something you use to convey to the public that you are a professional, established and successful company.
A logo is obliviously not the whole story but it is the most effective single thing you can do to establish your name in the community.
How can a logo be effective for your small business?
Consider this,
If 30% of people in the Portland/Vancouver area saw your logo one time in a month how long would it take before you were the first thing they thought of when they needed a company that provided the type of product or service that your company provides.
If the first thing you thought of when you needed a plumber was this image then it is very probable that The Plumbers Inc. is the leading plumbing company in the area.
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It would be much more difficult to achieve that level of name brand recoginition without a simple clearly defined graphical image.
For further Reading on what a logo is, check out Wikipedia’s definition or CreativeBits’s discussion on what is a logo?
Color is important to brand recognition, but it should not be an integral component to the logo design, which could conflict with its functionality. Some colors are formed/associated with certain emotions that the designer wants to convey. For instance, loud colors, such as red are meant to attract attention on highways are appropriate for some companies. Rred, white, and blue are often used in logos for companies that want to project patriotic feelings. Green is often associated with health foods, and light blue or silver is often used to reflect diet foods. Ssubdued tones and lower saturation can communicate dependability, quality, converative, relaxation or other traits.
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