Have you ever come across a logo that seems to “pop” off of a page or a website? What do you feel has allowed such a design to leave a lasting impression? Was it what the company was offering, or did it have more to do with the initial impression that the logo left upon you? This is one of the areas that market analysts and branding design professionals constantly struggle to determine. Indeed, proper logo design involves just as much intuition as it does statistics and science. Let us assume that you have just recently re-branded your entire online platform and likewise, you desire to upgrade your existing logo. What are some of the best policies to employ and conversely, what are the main pitfalls to avoid? Let’s take a look at these two questions in more detail.
The Meaning of Your Company
First of all, the logo should convey to the reader exactly what it is that your firm provides. This is achieved as much through visual means as it is through actual text. In actuality, less text tends to be better in most cases. Think of the most memorable brands of our age (Coca-Cola, Nike, Ford, etc.). They have all embraced this idea. Their logos are directly associated with the products that they produce. Of course, these are much more well known than many financial firms. Still, the idea of simplicity should be taken into account.
On the other hand, you do not want your logo to oversimplify what it is that you are offering. So, strive to be clear and simple. In the realm of the financial sector, possessing a catchy byline is also a great idea. Let’s take a look at this example:
“R&R Financial Services: Your Homegrown Accountancy Professionals”.
What does this logo state? We can identify the name of the company, what they do and the main aspect that sets them apart (the “homegrown” appeal). In one sentence, they have achieved simplicity, exposure and a personal touch. Your logo should ultimately reflect a similar approach.
What Not to Do
On the other hand, there are PLENTY of companies that are “trying too hard” to put it gently. All you need to do is to perform an online search. However, scroll to the fourth of fifth page; companies with poor logos will also tend to receive less hits. You will clearly see a difference in these examples. An unfortunate illustration of this can be seen in:
“R&R Financial Services: Providing bespoke loss reporting and robust standalone software packages for the small-to medium-sized enterprise”
Not only does this “logo” read extremely clumsy, but it uses syntax that the average reader is not likely to encounter.
So, logo design is just as important as the message that it conveys to the visitor. Simplicity is key but it should be done in such a way to allow the individuality of your company to shine through. Following this one, simple rule can make all of the difference in the world for your financial firm.