Effective Logos Explained | 5 Things All Effective Logos Have In Common: How Does Your Logo Stack Up?
Effective Logos Explained | Running a successful photography business requires a lot more than just taking stunning pictures – unless your potential clients are aware of you, your talent won’t do you much good. You need to find a way to differentiate yourself and stand out in the saturated industry. This is exactly why branding is more important than many photographers believe. And at the core of every strong brand is the same thing – an effective logo!
Photographers often underestimate the importance of having a professionally designed logo. Even though the logo will play the second fiddle to the pictures you take, it’s still one of the most important branding elements that will tie together all of your marketing materials, both online and off, communicate the nature of your business and even your unique style and creative vision. That might sound like a lot to ask from such a simple graphic, but it can be done. It has been done! Think Pepsi’s patriotic circle, the clever FedEx arrow, and so many other logos that not only represent a business, but also evoke an emotional response or communicate a message. Your logo can be just as effective – here’s how:
All Iconic Logos Are Unique | Effective Logos Explained
Photography is an incredibly creative industry, and you need to make sure your logo is able to showcase your creativity at a single glance. The last thing you want is a generic logo template you found online for $20 that many amateur photographers out there are already using. Legal issues aside, having your logo mistaken for a logo of a competitor can do more damage to your public image than you think, which is why it’s vitally important you take a look what’s already out there and find an opening for something new.
Effective Logos Are Simple | Effective Logos Explained
While you do want to showcase your creativity and unique creative vision, you need to make sure you don’t go overboard when it comes to the design of your logo. Simple logos will not only be a lot easier to use in pretty much any size, but it will also be a lot easier to remember. After all, your logo will represent your business, and its main goal is to help potential clients remember who you are and what you can do for them. A busy logo can become an unrecognizable smudge when printed in small sizes, and it will fail to engage your target audience.
Include The Name Of Your Business | Effective Logos Explained
There are three types of logos – iconic, logo type, and combination mark. Iconic logos are using only the graphic element for the logo – think Starbucks and Nike. Logo type are logos based on a custom font, such as Coca-Cola and IBM. And lastly, combination logos are those that have both the graphic element, as well as the text. If you’re just starting out in the photography industry, you should definitely avoid using a logo based only on a graphic element.
Even though companies such as Starbucks and Twitter can get away with a graphic for their logo, that’s endless amounts of time and money have been spent on building brand awareness and marketing before they were able to drop the name from the logo. In other words, unless you have millions of dollars in your marketing budget, you’ll want to stick with the name of your business. Once you gain enough popularity, you can drop the name.
Popular Logos Don’t Follow Trends. They Set Them! | Effective Logos Explained
Staying up to date with the latest trends is a good idea. However, mindlessly following the trends can do more damage than good! What’s most important is to stay true to the nature of your brand. And at the end of the day, design trends come and go, so you need to ask yourself if your logo will be just as effective in 5, 10, even 20 years down the road? Of course, you’ll surely tweak it here and there, but you’ll keep the essence of the design consistent throughout its life cycle, which will help you boost brand awareness and improve memorability.
Effective Logos Say It With Color | Effective Logos Explained
Color is one of the designer’s most powerful tools: they can help turn an otherwise dull design into an interesting one, grab the attention of the viewer, guide their attention, and even communicate a particular message and evoke an emotional response. However, don’t rely too much on color when designing your logo. It will be used on various materials throughout its life cycle, some of which will have production limitations. So, for example, if you want to fax a document, will your logo will be just as effective when the color is removed? Or what about using a white or a black version of your logo as a watermark?
This is why you’ll want to start the design process working only in black and white. Once you’re happy with the overall look and feel of your logo, you can then proceed and add colors, playing around with different shades and combinations. Keep in mind, though, that each color has a slightly different meaning, so make sure you don’t communicate a wrong message because of a simple stroke of brush. The color selection will be heavily influenced by your target audience, as well as the nature of your brand, so take the time to figure out which colors will work best for you!