PhotoBiz Magazine // Spring 2017

your logo
WHY YOUR LOGO MATTERS
Written by HOLLY H.
Your logo is the face of your brand, and it speaks volumes
about your business. But sadly, so many companies settle
for a mediocre logo. Or worse — none at all!
Whether because of time or cost, many small business
owners are so eager to get their business up and running
that they settle for a “first” logo, thinking that having
something is better than nothing. But is it?
Your Logo Makes a Statement About
the Quality of Your Business
A slapdash logo can be a warning to consumers, signaling
that you have no eye for design or that you are OK with
sub-par work. Even worse, potential customers may think
that the products and services you offer are of poor quality.
Not the message you want to send.
A well-designed logo makes customers feel at ease with
your brand. It says that you care about quality and are willing
to invest in your business to ensure its success. It says that
they can trust in you and the quality of your work.
So How Do You Know Your Logo is
on Target?
Ask yourself: “Would I wear it on a T-shirt?” If the answer
is no, keep looking.
Your logo will be on your website, on business cards, on
the side of your building, on company cars – and yes –
maybe even on a t-shirt. If you can’t stand looking at it
every day, reconsider your choice.
The goal is to get a logo you’d want as a tattoo. One that
will stand the test of time and that you’ll still look at fondly
20 years from now.
The Shape and Color of Your
Logo Matters
Sometimes it’s obvious what your logo should look like. A
landscaping company would be right at home in green and
brown. The Society for Zebra Preservation will likely have a
white-and-black motif. An apple farm’s logo might include –
shocker – an apple. Seems pretty straightforward, but
sometimes companies go off the rails.
Take Airbnb’s squishy pink logo. Would you feel the same
way about the company if they replaced their logo with
something more like this? (See above.)
One represents a comfy place to sleep. The other
represents the glory of the Klingon Empire.
We’re guessing you wouldn’t.
The shapes, angles and curves of logos have been studied
by brand researchers and scientists alike. What have they
learned? Well, a lot of things. For example, round shapes
make people feel comfortable, while angular shapes
indicate that a product or company is more durable (but
less empathetic).
In addition to shape, your logo’s colors matter, too.
Green is soothing and sincere, while red is energizing and
powerful. Blue is stable and reliable. Pink cues femininity.
Different colors communicate different things to consumers
about your brand and your level of service. Your logo needs
to send the right signals.
But aren’t logos expensive? (Nope.)
When professional design comes up, the next thought
is often the cost. Big design firms can charge into the
thousands for a professional logo, but that’s not the rule.
PhotoBiz offers custom logo design for just $250. You
can’t beat that deal with a stick.
I could go on and on about our world-class designers and
how they capture your brand with unique, hand-designed
logos. But suffice it to say that if you’re looking to revamp
your business image, you should at least take a glance
at your logo. If it’s not thrilling you, it may be time for
an upgrade.
22 PHOTOBIZ MAGAZINE