Your company’s logo is an image of what your company is all about. A good logo should be able to communicate something about your company’s services or products. A logo is utterly meaningless if it cannot convey to the consumers the underlying associations of the company.

Different types of brand logos

There are three kinds of logos. First, the font-based logos consist basically of a type treatment. Examples of type treatment logos with a twist are the logos of Microsoft, Sony, and IBM. Second, there are logos that literally show the nature of a company or business. For example, a laundry business would put a washing machine in its logo or an inkjet on the logo of an ink-refilling station. And third are the abstract graphic symbols. A classic example would be Nike’s “check” logo.

Logo and brand recall

It could take millions of money and years to trigger consumers to identify with and become loyal to a certain brand. It takes great marketing strategy to create a brand or name recall among your target consumers.

And because not all growing businesses can afford to shell out millions of money and years of strategic marketing to boost sales, it is important to create and use a logo that can stand for the company. It is important for customers to be able to tell what your business does just by looking at your logo.

Logo makeover

The following are three tips for your logo makeover.

1. Put your focus on the message. Since your company’s message can evolve over time, decide on what your company wants to say today. Consider its distinct personality and what distinguishes it from other companies. Another element to consider is the nature of your current target audience.
2. Avoid the trendy looks. In order to avoid confusing and alienating your patrons, do not radically change the look of your logo. Make gradual changes and don’t make multiple logo changes. Quaker Oats for example, made gradual logo changes over a period of ten years. Choose a logo than can stay for 10 to 20 years.
3. Go for a clean and functional look. A good logo should be easy to remember, scalable, distinctive and easy to reproduce.

A logo can make or break your brand. Make sure that it conveys the right message you want to tell your customers. The best way to create a logo for your brand is to conceptualize multiple ideas, choose the one with the best appeal, and create high-quality images or prints of it that you can use in your marketing collateral.