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9 Keys to an Effective Logo
by Erin Ferree

Many small companies do not invest in a professional-looking logo. But the right logo, with the right characteristics, will boost your visibility, credibility and memorability - which means more business for you!

These characteristics include:

- Consistency in use of your logo, tagline, materials. Repetition helps people to remember who you are and what you do.

- Memorability, so that your logo sticks at the forefront of your potential clients' minds. That way, they'll think of you next time they have a need.

- Meaningfulness, so that your logo can spread the message about the distinguishing characteristics of your business.

- Uniqueness, which helps you stand out from the crowd. For example, if everyone in your industry uses a particular symbol (i.e., travel agencies often use globes in their logos), try to use something else - that way, your logo doesn't just look like everyone else's.

- Professionalism, in the quality of the graphics, the printing and the paper your materials are printed on.

- Timelessness in your logo will ensure that you don't have to redesign your logo in just a few years, and that your investment and equity in your design will be lasting.

- Differentiation between the colors in your logo - and not just in terms of hue, but in terms of value as well, so that it translates well to black and white or greyscale, and so that colorblind people can read it.

- Unity between the different elements in the logo. The logo must fit together as a single unit, and not just appear as a jumble of elements pasted together.

- Scalability, so that your logo looks equally good on a business card and on a sign for your business (or a billboard!), and at every size in between. A second part of this is legibility of your business's name at different logo sizes, and making sure that your designer chooses a font that is readable.

Having a professionally designed logo can really give your business a jumpstart, and help your business to get the attention - and clients - you need to succeed.

Related Articles:

Developing your Verbal Logo
What do you say when someone asks, “What do you do?” In this faced-paced, mile-a-minute world, you have only a few seconds to get your message across. Mini-messages are ideal for networking meetings, trade shows, interviews, investor meetings, sales calls or anytime where you need to quickly promote your business.

5 Steps for Developing a Tag Line for Your Product, Business, or Website
A tag line is the one or two line descriptor that often comes after a product logo or company name. It is one of those things that looks simple but isn't. Large companies pay advertising agencies a lot of money to develop tag lines for their companies and brands. However, with some creativity and persistence, you can develop your own tag line.

Build Your Business with Strong Brands
When you build trust, you build a great brand. If you can do that, then you will build sales and create customers for life.

How To Promote Your Unique Business Identity or Brand
Your logo and tagline are valuable property. Make them a visible thread that runs through all your promotions. Here are five great ways to get your brand name out there in front of consumers.

Erin Ferree is a logo, print and web designer who has been helping small businesses grow by boosting their visibility, credibility and memorability for 7 years. http://www.elf-design.com/

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