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Thoughts about your brand

It is critical to be aware of your brand experience and have a plan to create the brand experience that you want to have.

So if you’re in a startup, at the beginning it’s all about creating business cards and business plans to hand out to anyone who’ll listen. Along the way someone tells them that they must have need a high resolution logo. Combing the web for that one perfect image, stopping along the way to 99 designs or Fivr to get something sorted out. They are determined to find that one group of pixels that perfectly represents their hipness, their coolness, their life's (months) mission statement. So here's our feelings on the topic of logos.

Common Mistakes

Small organisations often play it fast-and-loose with logos, paying insufficient attention to their proper size and positioning and surrounding them with clipart that compete with them visually. You should avoid re-creating different types of logos for specific purposes or having similar-but-not-identical versions for print and online purposes.

Why should you care about your logo?

Logo design is often a critical aspect of the businesses marketing strategy. The first thing people notice when they visit a website or application is the logo. The logo anchors the company's brand in the mind of their user and becomes the most important visible manifestation of the company within their target market.

Logos are intended to not only be the 'face' of the company, they should in simple terms communicate the company's unique identity while through a myriad of colours, fonts and images and deftly written copy provide essential information about a company that allows customers to identify with the company's core brand.

It's a shortcut for the startup to be referred to in the future advertising and marketing materials. Keep using the same colours, fonts and imagery throughout all communications to your target audience.

What’s a good logo?

A good logo should be unique and comprehensible to potential customers. Although there are myriad choices for colour, visual elements and typography, in general a logo should help convey some information about the company, or be designed in a way that gives some sense of meaning about the company or its industry.

A well-designed logo can instantly contribute to business success, while a substandard logo can be perceived as amateur and turn off potential customers. No logo, however well designed, can look good when surrounded by contradictory graphical elements or inconsistent fonts. This is why a logo is the basic unit of a larger brand identity that includes company fonts, colours and document-design guidelines. Whatever you do don't use clip-art.

Return on Investment

As consumers grow to know, like and trust a specific brand, they are more likely to respond positively to subsequent encounters with a logo, this potentially can lead to increased sales or improved mind share within the target market. In addition, a well-designed logo implies a degree of professionalism and competence that could help steer potential new clients toward selecting the business rather than a competitor with no or substandard logos.

What should you take away?

Start simple, base the logo around your company name. The logo should stand strongly without any text beside it, you should be able to determine the area the business focuses on just by looking at the image itself.

Above all, make sure it’s something you like because you’re going to have to stare at it more than anyone else in the world.

Here at Pasa Trade we work with deserving co-operatives, often they don’t even have a logo and never understood the need to obtain one. We encourage them to keep things simple, perhaps use a new font with their business name without the need for any image. Our members often can’t even afford a single dollar to be put towards a marketing budget never mind a website.

By the way, If you’re a designer and would like to volunteer some spare time to help co-operatives in Nepal get an amazing logo then get in touch, we’d love to hear from you: hi@pasatrade.com.

Published by Jonathan Clarke on 2017-02-08 09:00:00 UTC