Your business logo should leave a lasting impression. An effective but simple logo can remain etched into the brain of a potential client. To improve your branding, a company logo needs to be memorable, informative and recognisable. While words and documents can be lost in translation, a logo is far easier to associate with a product or service. A logo should be at the heart of a company’s corporate identity.

The purpose of a logo is to seperate a business’s products and identity from that of its market competitors; hence, seeming unique. It’s all about originality. You logo acts as a stamp by which the market will recognise you business, so having a good logo is essential. The logo design must make an impact. A complex logo may leave your potential client scratching their head wondering what it is your company actually does. A simplistic logo shows that a business has nothing to hide; that it can be trusted and relied upon to deal with your business. Don’t be so concerned if your company name is not represented on the symbol; let the logo do the talking. It may be irrelevant anyway, in non-English speaking markets a textual logo may be lost in translation. In some cases, however, textual logos can be all you need to your convey your message, a good example of this is branding logo of HSBC. In terms of colour, bold and strong colours tend to work best. However, soft and sombre colours can also work as long as the logo is effective enough.

Over a period of time, a symbol can become embedded in your customers’ time. A dynamic logo, one which is a powerful symbolic representation of your company, can have a perpetual effect. Symbolic logos such as the golden arches of MacDonald’s, the K in Kellogg’s and the squiggly text of Coca-Cola stand-out amongst its competitors and is one of the reasons why each of them lead their chosen market. These symbolic company logos show just how well an abstract design can represent the company across multi-lingual markets.