Updated Logos Earning Marketers New Customer Attention

With over 2 million businesses being created every year, graphic artists and sign companies have plenty of opportunity to make a visual impression for their clients. In addition, businesses often decide to update or refresh their logos because of mergers, acquisitions or the need to rebrand themselves. Logo design can make a huge difference for a business and experts recommend that marketers take the time to get it right.

Tom Searcy, a business advisor, reminds readers of the SalesMachine blog that a good logo is part of the “appealing tangibles” that clients consider when they are deciding whether they will do business with a specific enterprise. Get the logo wrong and a marketer misses an opportunity to connect with potential customers in key ways.

Along with encouraging businesses to create a logo, Searcy also has some advice about what constitutes an effective design.

  • Line weight: Searcy cautions against using thin line weights in graphics. In some print publications, these lines may disappear altogether.
  • Typeface: It might seem like a good idea to stand out by using a trendy typeface. But when these typefaces go out of style, the business ends up looking dated. In other cases, trendy typefaces can be hard to read.
  • Balance: Good graphic artists understand what draws the human eye in a positive way. A geometric balance of text, images, shapes and colors will do the trick because consumers have been trained by decades of visual iconography. When a logo falls outside that balance, it might interest some consumers but it may also detract from the impact a marketer is trying to make.

Companies that are seeking to rebrand themselves might want to consider a new or refreshed logo as part of the revised image they want to present to potential customers. And new businesses should be prepared to pay the going rate for a good logo. As Searcy reminds readers, "You have only one chance to make a first impression."

[Source: Searcy, Tom. What makes a great company logo. SalesMachine. Cbsnews​.com. 13 Jun. 2012. Web. 27 Jun. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.