In design, a picture is worth a thousand words. In logo design, those words can speak volumes about your company and how you do business. If your logo is lacking, what does that say about you and your company? Having the proper logo can make the difference between good brand recognition, or a bad image. Therefore, there are certain characteristics you need to look at in order to tell what your logo is saying about you and your family business.

Colors:

Do your colors instill the feelings in your customers that you aim for? If you are a restaurant, wouldn’t you want to make your customers hungry just by them looking at your logo? In design, certain colors spark certain emotions. Red is known to spark hunger, blue is a calming color that has affects a customer’s mood. If you want to symbolize riches, use silver or gold to let your customers associate your company with the finer things of life. Colors can play an important part in how your logo and company is perceived.

Tone:

Just like in speaking, your logo’s tone can turn a customer on or off. Using loud and fun tones can instill a sense of energy in your customer. Low and deeper tones will calm and soothe your customer. Creating the right tone can create the mood you want your customer to be in when you offer your services.

Shapes:

Many companies design their logo’s based on what their company is rather than the feelings they want to instill in their customers. Shapes play a big part in how your logo will make someone perceive your company. If you want your company to seem breezy and easy going, choose a flowing shape such as a wave. If you want to instill a sense of urgency you may want to choose a design that resembles a stop sign, with sharp lines and corners.

Fonts:

Just like shapes, your font can deter or attract customers. If your font is bold and large, you may have your customers feeling empowered and confident. A swooping, flowing font can create a softer feeling that leaves your customers calm and relaxed. Check your fonts to see if it is conveying the image you want for your company.

Creating the perfect logo has many scientific considerations. Through colors, font, shapes and tones, you can instill the feeling in a customer that your company wants. Whether you run a funeral home or a children’s party service, choosing the correct characteristics for your logo is important. Take a close look at your logo and decide what is missing and what needs to be changed to better represent your company.

Custom logo designs can be very expensive, especially in a family-owned business where you may not be taking home a salary. Avery Petersen uses logomojo.com for all his small business marketing needs.