Just by looking at an image, you know immediately that the first one above is facebook, then Google+, phone, LinkedIn. Do you have a logo for your practice or business? Is it recognizable and easily represent what you stand for?
Prior to creating a strong logo for your business, essential ideas need to be considered so that the logo not only represents your business but also makes a lasting impact in the minds of prospective patients.
Keep in mind that a great logo is more than just images and words. It tells a story about your business–who you are and the services that you provide. While you’re not supposed to judge a book by its cover, people do that every day when they encounter companies’ logos: A company with a strong logo stands out as professional and memorable, one that you will call for that appointment when the need arises.
Logo Building Strategy
Determine the function of your logo.
A logo not only represents your brand but also provides these benefits:
- Develops trust– a logo that conveys your honesty and integrity develops trust with prospective clients and patients, putting them at ease.
- Boost recognitions-a strong logo helps clients recognize your brand and edges you in front of your competition.
- Induces memorability– logos are easier to remember than names, and services. Over time, patients come to link your logo to your practice.
- Builds admiration- creating a logo that is well-regarded for its good looks, cleverness or effective simplicity, gives the perception of your professionalism and effectiveness.
2. Consider your target market.
Customize the look of your logo to appeal to those who will be using your services.
3. Decide whether to insert your business’s name into the logo.
Having your name as part of your logo design may not always be a good idea. If your name is too long, too generic or doesn’t translate well, leave the name out.
4. Be consistent with your business’s color scheme.
If you have established certain colors in your website, brochures, advertising and other materials, it’s important that those colors are reflected in the logo. This develops familiarity. You want customers to be able to mentally associate your logo with you. If no color scheme has been chosen yet, research the psychology of colors so that you can aptly select.
5. Don’t imitate successful logos.
6. Keep it simple.
Attempting to convey too many messages with one design will sabotage the success of your logo. Avoid too many colors, multiple fonts and layered images. A confusing or cluttered logo won’t convey a clear message. A simple logo is easier and less expensive to reproduce.
7. Create several designs and test them.
See what works and what doesn’t. Even the ones that you discard, may spark an idea or offer one element that you want to retain in the next version of your design. Draw a rough sketch in the initial stages of your logo design process. Sketching is a quick and easy way to get the ideas where you can evaluate them more easily. Don’t erase. Designing is not a linear process. Keep the pages with the designs that you didn’t like. They may spark an idea or, upon later examination, offer something of value.
8. Get feedback from people in your target market.
Show your design(s) to a sampling of people who fit the profile of your ideal client. You may show them multiple designs or simply the one you feel to be the strongest candidate.
9.Make sure that the design is scalable.
Your logo must function well whether it’s being reproduced in a large or a small format. Graphic design programs such as Adobe Illustrator or Inkscape will allow you to test the scalability of your design. If you’re working by hand initially, try making copies of your design at different size settings. If a logo is drawn to look good at a business card size, it may appear clunky when reproduced larger.
10. Selecting the Final Draft.
Digitalize your logo or outsource it. Adobe Illustrator is the most popular program but Inkscape is another offering, and it can be downloaded online for free. There are a number of instructional books and websites that can help you learn Illustrator.
To ensure your company logo attracts business, design it with a 5-year-old in mind.
According to Brittany Hodak, co-founder of ZinePak, a publishing company that specializes in branded content:
“Most 5-year-olds in America can recognize more than a dozen brands by their logo. It’s not just because those logos are ubiquitous: it’s because they’re clear, simple, and easy to remember,” Hodak tells Mashable’s Scott Gerber. “Pick something that’s as simple as possible (no more than two colors), easy to remember, and works in a super small format (think app icon) or super large format (think billboard). Before finalizing anything, show your logo to 10 strangers for five seconds. Then, ask them to close their eyes and draw it from memory. If they can’t draw something that’s close, you need something simpler. (Bonus points if you have access to 5-year-olds for this exercise.)”
Have you created your logo yet? Share your thoughts in the comment box below.