They say, “A picture says a thousand words”, and they're right! In a world where we are judged by what people see, it's important that our picture tells the right story … especially in business.

Your company logo is an integral part of your marketing and branding. It is the ‘image’ for your business and you need to make sure you're telling the right story. Your logo is what people see before they even know what you do, so it is imperative that your logo represents your business strongly and accurately. If you are a gardener and your logo has an image of a briefcase, do you think you'll attract much business?

Today’s business world is so competitive that it's crucial the outside world's perception of your business is accurate, powerful and compelling. You spend a lot of time and money marketing your business; make sure your brand is effective. Remember, perception is everything! You have 3 seconds to grab someone’s attention – does your logo stop traffic or turn heads?

When developing your company logo, there are many things you need to consider: 

•     What sort of clients do I want?

•     What sort of image do I want to portray to my clients?

•     Am I generating work based on my brand?

•     As my business grows, will my logo remain relevant?

Once you have nutted out the ‘business’ considerations that will shape your logo, you then need to look at the visual aspects. Colours, fonts and imagery are essential parts of your logo design; if you get them wrong, you may be left sitting and waiting for the phone to ring.

Every design choice needs to be appropriate for your business and fit in with your overall marketing plan. Would you be confident working with an accountant who has a business card that is bright pink with swirls?

There is a fine line between ‘what you like’ and ‘what’s good for your business’. Like pictures and symbols, colours can also be interpreted in many different ways … so you need to be careful. All the aspects of your logo need to convey the right message and work together to sell your business.

Don’t look at your logo and critique it from your own viewpoint. Look at your logo from your clients' perspectives, because it is your clients' impressions that will determine the success of your logo design. When it comes to your corporate identity and branding, perception is everything