A logo is a vital part of a company’s success. The rise of technology, social media and digital advertising means that businesses are more visible than ever. It is crucial to make sure your logo is recognisable from the moment a consumer clicks share, post or tweet. Successful companies have logos that do not require second-guessing, such as the golden arch or the swoosh. This article will discuss four issues you should think about when creating a logo and registering a trade mark.
It is crucial that your logo is different from any other business’. You do not want your consumers mistaking you for any other business, especially your competitors. The first step is to find out what your competitors are doing and how they are doing it. It may be helpful to create a list of similarities to avoid.
A logo forms part of your business’ assets and you want exclusive use over it. You can achieve this by registering your logo as a trade mark with IP Australia (the governing body of trade marks). One of the most common reasons why IP Australia declines trade mark applications is that the logo is too similar to existing registered trade marks. Even if another business’ logo is not registered as a trade mark, you should still be careful. A conflict may still arise if you use a logo that is too similar to a business’ existing unregistered trade mark.
It is also important to avoid generic images in your logo. For example, using a clip art image of a tooth if you are a dentist. Instead, work with your graphic designer to find alternative ways to communicate your industry other than using established images.
Scaling the Logo in the Real World
Your consumers will access your logo across many mediums including a:
- monitor; or
Your logo should be able to scale across different mediums and look just as effective and recognisable in each. Remember, your investors and potential clients are going to leave the room with your business card, not the PowerPoint presentation. It is essential that your logo has the same power no matter how it is communicated.
Your logo needs to be flexible as you may need to alter the structure, positioning or colour of your logo in certain circumstances. Your choice of colour is a powerful communication tool, but it should not be the sole focus. It can be difficult to trade mark a specific colour so you should avoid solely relying on the colour of your logo to be recognisable. For example, potential clients may choose to print materials with your logo on it in black and white. Certain colours may also mean different things to different cultures, so it is worth considering whether your logo will still be effective if you need to change the colour.
Your logo should reflect the purpose of your business. When creating your logo, you should think about your target market and how you want to communicate with them. For example, if you set out to be a fast-paced company looking to disrupt slow, traditional markets, you might use a logo that reflects the energy of your company (as opposed to something dark and monotonous).
Your logo is crucial to your business’ success. It is important to create a plan and think about:
- setting yourself apart from other businesses to make your business instantly recognisable;
- whether your logo can scale. Consumers will see your logo in many different mediums and it is crucial that it will be effective in each;
- if there are alternative uses for your logo. Ensure that your logo is effective even if the colour, positioning or structure changes;
- the purpose of your business and whether it is reflected in your logo.
Following these steps will help set you apart from your competitors and ensure that your logo can adapt to the different ways it will be shared and displayed.