Let me start this post by asking a simple question:

What is the first thing an entrepreneur creates before starting a business?

Answer: A business logo.

The reason is simple. Logo is created to build brand identity and it is also a visual representation of your business that helps in building brand equity and ensuring customer loyalty. Therefore it is essential to consider spending time and energy in creating a perfect logo.

Some people rightly argue that logo is not a brand, according to Dan Pallotta who is an expert in nonprofit sector innovation and a pioneering social entrepreneur;

“A brand is much more than a name or a logo. Brand is everything, and everything is brand”

This means that everything that goes around creating brand value and brand recognition is important, and my view is that an attractive logo plays a vital role in doing so.

But before you even start looking at what your logo and color scheme should look like, there are two points to note such as knowing your community where you will market your brand and what logos your competitors have created using which color scheme. Obviously you need to standout!

Once you have taken the stock of these two elements, it’s the time to create something unique and attractive. While doing so, there are four points to remember:

Be Simple

Humans, by nature do not like complicated stuff. Simplicity attracts us; I thus recommend staying simple with design and color scheme. Consider balanced use of shape, color, form, consistency and clarity.  Focus should be in striking visual impact that makes your logo stand out amongst the lot.

Creativity with Uniqueness

To beat the competition, you need to be different from your competitors. A unique logo generally gets quick attention. I liked Lucent Technology Logowhich was simple, unique, yet attractive.

“Does my logo represent my business?” it is a critical question to ask. This refers to your business segment, so are you a dress designer, a fast food outlet, a technology business or an online marketing company. Every segment has its unique representational requirements, consider those while creating your logo.

The Color Scheme

Colors are the life of your logo. Use colors that are acceptable in your community and in your target market. For example, people living in African countries have different preferences as compared to Europeans or North Americans. Hence, the societal norms are to be considered carefully while developing a color scheme.

Selection of Typography

Articulating a perfect typography is often challenging! It is advisable to experiment with several variations and see which one jells in with the format and color scheme of your logo. For instance, use of caps, or a certain typeface can help emphasize a certain characteristic you wish to use as your branding strategy.

Sounds simple, but not really! There are companies charging anything between US$100 to US$2,500 for designing a logo, they must be doing something creative!