Without logo there is no brand. Regardless of the type of business you undertake, the company logo will be the true visual representation of your brand. It is what will differentiate you from the competition and influence how consumers will feel about your business in general. In the event that you decide to create an ecommerce , in addition, the logo can become a decisive factor in the emotional response of buyers.
You can’t spend countless hours deciding how to create your online store, coming up with your brand name and slogan, and then designing just any logo to get out of your way. Just as important as having a business plan before setting up your business online is creating a good logo for your business.
The logo is not only the visual representation of a brand but also helps the public to remember and recognize the name, the slogan or even the message of the brand with just a glance. In fact, it has been proven that 40% of people remember better what they see and not what they read or hear.
Now that you have understood the commercial importance of logos, we will explain to you what are the characteristics of a logo:
Characteristics that a good logo should have
“Simplicity is the key to true elegance,” said Coco Chanel . To work, a logo must be elegant and attractive but not complicated. An overloaded design, full of graphic elements and colors is undoubtedly eye-catching, but will it have any effect on the collective memory? Most likely, it will be forgotten in no time.
The simpler the design of your logo, the easier it will be for it to be installed in the consumer’s imagination. In fact, if we think about it, many of the brands that come to mind in the first place tend to have minimalist logos.
Although it may sound cliché, a good logo must be original. As experts in design and branding we must insist on this point: as in any creation process, originality is the key to success. An original design will differentiate you from the rest and, when it comes to e-commerce, this quality becomes essential. Hence the importance of investing in creating a company logo.
The originality of your logo will depend on whether the public remembers you and differentiates you from the competition. Therefore, before designing your logo, remember that the line that separates inspiration from plagiarism is very thin, avoid crossing it!
Although it may seem easy, designing a good logo requires a good investment of time. Time to research, time to contrast ideas and, above all, time to understand the values and brand identity, identify the target audience and decide where we want to position ourselves. In this sense, the logo of your business must be consistent with the philosophy of the company and be in line with the values that you want to transmit. This is critical to understanding the role the logo plays not only in the marketing strategy, but also in the overall success of the company.
One of the most used ways to align design with brand values is color. However, you have to be very careful in this step: the choice of color will depend on what the public associates with our brand. Very clear examples can be Coca-Cola, which chooses red for its association with values such as vitality and youth, or Wix , which uses white, gray and black to convey seriousness, elegance, minimalism and intelligence.
Common mistakes to avoid
Now that you are clear about the 3 fundamental requirements that a logo must meet, it is time to list everything that you DO NOT have to do when you are about to create the logo of your virtual store:
- Follow trends – a logo must be timeless. It is true that it is important to be aware of design trends , but if you want your brand to last over time, you cannot afford to have your logo expire every 6 months.
- Homemade designs – you might be okay with drawing in Paint, but in case you haven’t figured it out yet, a logo is serious business. Find a professional platform that allows you to create a true corporate logo, you can try out this service aswell.
- Choose the logo only for the color – as we have commented before, a color is much more than a tonality, it can transmit values and messages of your brand. If the connotations of the color you choose are not in line with the values of your company, disaster is assured.
- Copying the competition – Imitating another company’s logo or creating a design “based on” or very similar does not mean that you will achieve the same success and recognition that your competitors enjoy. In the best of cases, you can take a plagiarism complaint. Learn from the success of a competitor yes, copy never!
Can the logo be changed?
Many entrepreneurs and small businesses ask themselves this question. As we discussed earlier, our company logo should be timeless, that is, without an expiration date. However, times advance and aesthetic canons are transformed, so our answer to this complicated question is: “change NO but YES evolve.”
One of the keys for a business to last over time is its ability to adapt to technological advances and changes in the tastes of its target audience, without losing its essence or the values that have defined it for many years. Hence the importance of design versatility.
There are many transformations that a large part of the logos of well-known companies have undergone, however the evolution has occurred in such a natural way that you probably have not noticed them. This is the case of companies such as Google, Iberia or Wix , whose logos have been gradually changing, but without losing their soul.
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