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What's In a Logo?

One of the many services we provide at Wrap Stars ATL is custom logo design. If you are just starting a business and are in need of a logo, there are some very important things to consider to make your process easier and logo stronger.

A logo's main purpose is for brand identity. Brand identity not only helps the consumer recognize the company, but also creates a feel of the company in the minds of the public. If the company has done its due diligence in creating a positive customer response, looking at their logo will inspire the customer to search out their product. Each time you see the apple with the bite taken out of it, Apple has worked to invoke a feeling of cool, sleek, awesomeness in the consumer's mind. And that is the goal of positive brand identity in a logo.

The logo should be cohesive with what your company represents. Your likes and interests should not be placed into the logo unless they point a customer in the direction of your business. For sake of argument, let's say your favorite movie is The Goonies and you need a logo for your new garage door company. While The Goonies is a great film, incorporating Goonies imagery into a garage door logo will confuse your audience. The two have nothing to do with each other. On the other hand, if you love Pirates of the Caribbean and you build boats - then that might make sense to incorporate into a logo. You just do not want to confuse potential customers.

You have six seconds to make a first impression. Eyetracking studies conducted by the Missouri Univ. of Science & Technology show that users to most web sites spend over 6 seconds glancing at the logo first before moving on to other content. In those six seconds, the viewer is sizing up your logo, making a decision on whether it's worth moving on to learn about your company. Confusing logos will make the user move on to the next company. A memorable and inspiring logo can evoke customers to do business with you or remember you when the time is right.

It is exciting getting everything set up for a new business. A logo is one of the most important parts. Have a professional design your logo, and take their advise when it comes to important design aspects to follow. It doesn't have to be super complicated because remember, a great small business logo only needs three things: great typography, simple colors, and a strong visual element.

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