They draw the eye every time they are presented, whether online or in print.   They convey your company's style and image in an instant.  And while no one will ever recognize your mission statement at a glance, your logo can leave an impression that will distinguish you from your competitors and help solidify your brand recognition.

Now, with all that importance placed upon such a powerful tool, the best advice you can receive is to keep it simple.  Remember that as your marketing communications develop, your logo will be seen on all types of media.  You want to consider how it might look in black and white, small or large format.

It's also a good idea to stick with one or two colors in your logo.  It will make it easier to adapt to various media, and even though you might be using on-demand production on many of your materials, sooner or later you'll need traditional printing.  Four color process printing for items such as letterhead, envelopes and the like can be cost prohibitive.  Using one or two colors will enable you to take advantage of spot color printing, and you'll reduce the cost of ink charges. 

Try to stay away from colors that are too trendy.  Stick with colors that you can live with for years to come.  It's important to be consistent to further establish your branding.  Just look at the famous John Deere green.  If you offer professional services you may want to consider jewel tones, if you're a discount retailer you need bright colors to present those exciting sales.  Black and white can be effective for a more contemporary edge.

You can use distinctive text alone or with a symbol, but make sure it is easily readable at a glance.  Any graphics that are used should be strong and balanced, and appropriate for your business.  A tag line is another way to further express your image to your target audience.  It sums up in a few words the most important benefits you have to offer your customers. 

A great logo is one of the least expensive ways you can insure your prospects remember you at purchase time.  If you would like the expertise of a graphic designer to help boost your company's recognition, please call Gray Matters at 256-682-5737.  We'll be glad to help.