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What’s In A Logo

What’s in a logo? The logo is the often times the front line of any marketing strategy and is the primary way customers correlate your product/service to you. A logo paired with your company name is your brand in its most simple form and its importance on the future of your business is massive. Finding the right logo for your company is a necessary first step in your communication model and should be carefully executed. This will cost you money, resources, and most important, time.

When Pepsi changed their logo in 2008 it cost them one million dollars, while rival company Coca Cola spent nothing on theirs, which was created by co-founder Frank Robinson. Logos have value and the value of logos is directly related to the brand it represents. When a company wants to evolve or change the logo must also reflect this change. Pepsi wanted to update their image and so they changed their logo to match.

When establishing your business think about the foundation of your brand and how your logo should represent that foundation. Color, font, size, and symmetry all influence how a logo is received and interpreted. For example, Mcdonald’s golden arches are not golden because of the french fries. Yellow or gold is closely associated with energy, joy, freshness, youth, and sunshine. The golden arches of McDonalds resonate with those feelings and have a strong association with children thus supporting all of McDonalds other marketing efforts like the happy meal, I’m Lovin’ It, and Ronald McDonald the clown.

With the importance of a correctly identified brand via a logo small business owners must take appropriate time to find a perfect match. I recommend looking closely at some of your favorite brands and how their logos represent their core values. Also looking at graphic design portfolios might get your mind headed in the right direction. Brandbucket also has  solutions for business owners who want to start with a pre-built brand out of the box.

Let me know how your logos shape up.

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