No matter its size or activity, a business benefits from having a visual identity. This makes it more visible and recognizable, thereby enhancing its credibility. In other words, a brand helps a business to be (re)known in its sector, among its clients, prospects, competitors, suppliers, and more.
In general, it is ideal to call upon a professional – graphic designer, designer, or even a communication agency – to create a solid, complete, coherent, and effective identity. However, such services represent a significant cost. That is why it is common for a small business to take this on themselves. If you wish to create a brand and logo for your SME, here are some tips.
What is your brand identity?
First and foremost, you need to define your brand identity. What is its personality? What values does it promote? What distinguishes it and makes it unique? In short, what image do you want your brand to convey? Your logo must imperatively reflect this identity to convey it.
Concretely, describe your brand in 3 words. These terms will help you identify a logo style (colors, patterns, typography, etc.) that could correspond to your image. Here are a few examples: to present an ecological and natural image, a logo depicting plants is perfect. Abstract patterns are interesting for service companies or a very modern SME. Similarly, a local business might incorporate emblematic elements of its region or city in its logo.
The different types of logos
Next, there are several types of logos, each with specific characteristics. Their usage is more or less suitable depending on the situation, so you need to choose the type of logo that will best suit your small business:
1) Monogram, which uses only the initials of the company.
2) Logotype. Displaying the full brand name, it is recommended for a short name.
3) Symbol, pictogram. This image represents the brand, making it perfect for personalizing personalized notepads & advertising memos.
For finishing touches, color plays a crucial role in a logo. Indeed, colors have particular meanings as they evoke and elicit specific emotions in people. That’s why they are so meticulously worked in communication. This little guide will help you choose the colors of your logo according to your brand identity.
By devoting some time and energy, it is possible to create a quality brand and logo for your small business. It might even be a temporary visual identity until you have enough budget to hire a professional. If that’s the case, it’s better to base it on your original design to avoid distorting your branding.
