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Wax Marketing Blog

The 5 worst messages your logo may be sending your customers

While the terms brand and logo are often used interchangeably, your logo is just a small part of your overall brand. Your brand is anything that represents your company and your logo is the single image that customers identify you by.  If you take time to design an effective logo your customers can identify your company in minutes just by seeing the image.  Some great examples of effective logo designs are  McDonald’s golden arches,  Nike’s Swoosh and Amazon’s smiley face.

While you cannot expect your logo to imprint your brand in just a few days,  the design you choose could be sending the wrong messages to the right customers. Here are five of the worst messages your logo could be sending your customers:

1. Your logo colors send the wrong message. The colors you choose for your logo depend on your brand. If you provide professional services, you want people to view you as honest and trustworthy. You need to choose colors like blue and black that instill more confidence.  If you are trying to establish an emotional connection with your customer, use primary colors that  promote a strong psychological state. Make sure you understand how people react to colors and modify your logo accordingly.

2. Your font reminds your customer of a different brand. When you see the Old English font, you might think of a beer like Sam Adams or a medieval-themed restaurant. Take your time to browse through fonts or your font might send the wrong impression, or remind someone of a different brand altogether

3. Your artwork doesn’t represent your industry. When using artwork in your logo, make sure its style and content reflects your brand and your industry. You want your customers to know what line of business you are in by looking at your logo. If you are a caterer, you may want to consider incorporating some type of food or utensils into your design.  Choosing flowers instead might be confusing, especially if your company name does not reflect what you do.

4. The shape of your logo is offensive or inappropriate.  Customers may see your logo on a business card or a billboard. No matter what the application,  take time to look at your logo from every possible angle and on every possible application before it is official. Failing to do this may lead to choosing a shape or overall design that reflects poorly on your brand or even worse, seems offensive.

5. Your logo is not unique or worse, a copycat.   Due to the barrage of images and messages we get every day, what may seem like an original idea could actually be a copy. (Songwriters struggle with this all the time.) Your logo must be  unique. If design is similar to another, you might be branding for another organization without ever knowing it or worse, be viewed as a copycat.

Make sure you  take time to design a logo that sends the right message and completely represents your branding. Take time to review these tips and take a look at your design ideas so that you can make adjustments and avoid the mistakes that many make today. An experienced graphic designer can be your best friend in this process.

Elisabeth a freelance blogger and a regular contributor to http://www.epromos.com

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13 Comments

  1. Richard
    Posted on March 25, 2013 at 1:40 pm

    Colors are very important! Personally, I would keep black out of it and go with blue and white. That’s where brand recognition comes in handy, in my experience when people see the Facebook colors, the ones they are most use to seeing on the Internet, they are more likely to stick around. I push blue and white whenever I do any web design.

  2. arifiansyah
    Posted on March 25, 2013 at 11:31 pm

    thank you for the information and opinions you wish with this opinion could be better understood anymore.!!

  3. JJH
    Posted on March 28, 2013 at 4:44 pm

    There is nothing more frustrating then seeing a name as the brand representing the company. It tells you nothing about what the company does unless you are famous which most of us are not. So the graphic or tagline must reflect what you do if you insist upon using your name. To get the most out of your marketing budget, use your brand to effectively communicate your services or product. For example, a handyman might have a house or hammer as a graphic.

  4. Tulisa
    Posted on April 2, 2013 at 8:32 am

    Really informative advise. I have been working on my new logo an I think I hall be making a few changes after reading your post!

  5. Madras Geek Says :
    Posted on April 2, 2013 at 8:46 am

    Great post! This really helps others.

    I found your post at the right time when I wanted to design my company logo.

    thanks much for writing a great piece of article. Helped me at the right time.

  6. Jack
    Posted on April 10, 2013 at 7:55 pm

    Well, If we can make good logo we can attract more customer, because customer always remember good logo. Also we must create good logo for easy to memorize.

  7. jeff
    Posted on April 18, 2013 at 9:17 am

    I need to do some major work on the logos for my blogs, this definitely gives me some things to consider. Thanks a lot

  8. Packers and Movers in Bangalore
    Posted on April 19, 2013 at 6:06 am

    yes I agree, so many logo look similar this problem have every website owner. I like on your blog your posting style.

  9. Perez Business Center, LLC
    Posted on April 29, 2013 at 4:57 pm

    Thank you for sharing this information helps a lot, as there is so much competition in business, and definitely be different in the way you create the logo for the business, is something vital.
    It is necessary that everything is connected in the business, Logo, service, promotion and attitudes in order to have a successful business.
    It is always good to be orient and educated before taking any step in the business, the goal of any business is to provide good service and have a good ROI (Return On Investment).

  10. Packers and Movers Bangalore
    Posted on June 5, 2013 at 4:36 am

    I have a query – do we need to use color in the logo or black and white?

    Thanks
    Medha

  11. Peristaltic Pumps
    Posted on June 7, 2013 at 8:58 am

    Agree.. logo is certainly an important element in attracting good customers. My 2 cents 🙂

  12. Horror Movies
    Posted on June 23, 2013 at 6:06 am

    I think you are saying right Its very difficult to design a good and attractive logo for your company. I have experienced it.

  13. packers and movers bangalore
    Posted on July 8, 2013 at 12:08 am

    logo play vital role for every business,if we fail in that, we never stand anything.

    example – pepsi, nike and other company

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