What Your Company Logo Says About You

What Your Company Logo Says About You

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By: 321

May 11, 2016


Just like a snazzy outfit or unique accessory, your logo says a lot about who you are. Is your favorite attire a little black dress or do you go for loud, popping colors and dramatic textures? While neither is wrong, it can determine how people react to your presence. The same can be said for your company’s logo. Everything including use of space, shape, and color affect the conscious and subconscious impact it has on your audience. When crafting a logo that engages, inspires, and makes people want to know more here are 5 messages you should convey:

Your Style

Are you playful? Serious? Geeky? Traditional? Urban? Your logo should say a lot about your culture and the virtues you stand for. A law office logo may include more metallic colors, geometric shapes, and minimalist features. In contrast, an urban apparel store may use neutral tones, organic shapes, and various textures. Your logo alone should give your audience some idea of what you do, even if it doesn’t include an explicit symbol.

Your Target

Before we do virtually anything in our branding or marketing efforts we ask who the audience is. This can simply be “Who is your average customer?” or include specific demographics. The type of person who you are targeting needs to be drawn immediately to your logo. If you are targeting females, go for a more frilly, effeminate look and feel. If you are targeting both genders use something that does not weigh too heavily one side or the other. This is especially the case if you have a company that reaches many demographics but may seem to target mostly one, like a dating site. Ask yourself, what will make your viewer click on your site with just a glance at your logo?

Your Colorful Personality

More studies than you can possibly imagine have been conducted on the emotional and psychological effects of color, making it a pillar of good branding. Red is an action color, blue inspires trust, green is natural,  yellow is optimistic, and so on. But you may not be able to fully digest the full scope of color until you’re staring at 1,000 shades of a single color.  Other than the emotions they evoke, keep in mind what colors are popular in your region, whether or not your colors are trendy or classic, and if they can be properly used on different mediums. Much like the rest of your graphics, keep it simple and easy to comprehend. The colors of your logo represent how you feel and how you want your audience to feel.

Where You’re Spotted

Don’t experience the tragedy of creating a beautiful logo just to find out after it’s launched that it doesn’t work in certain contexts. Much like asking who your audience is, consider where your viewers are and where they will see your logo. On a store shelf? A billboard? Pens and t-shirts? On the internet? Just to be safe, take all collateral into consideration and create something that will grasp your audience whether they see it on a business card or on a bus advertisement down the street.

How You Adapt

While you may have fallen in love with your new logo keep in mind how it can be manipulated, abbreviated, adjusted, and transformed when used digitally. For example, your social media pages will require a representative icon that can be a variation of your logo and videos may do well to include an animated logo. As your company grows and gains more recognition, chances are your marketing efforts will expand. Create modified, simplified, and accommodated versions of your logo that still distinctly represent your company.

If you are looking to create a new logo for your company or think your current one needs a little freshening up, find out how 321 can help you develop one that accurately represents you, engages your audience, and makes you an unforgettable brand.

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