It takes a quick look, maybe two seconds, for someone to evaluate you. First impressions happen fast. In the blink of an eye, someone forms an opinion about you based on your appearance. The same holds true for your company logo. An impression of your company is formed the second someone sees your logo. Healthcare IT companies face the challenge of making a lasting impression with seasoned healthcare buyers while also standing apart from other vendors.
So how do ensure that your logo survives the first impression and for years to come? Here are five things to remember when designing your logo.
- Make it simple. A straightforward logo allows for easy recognition and allows the logo to be versatile and memorable. Effective logos feature something unexpected or unique without being overdrawn. Start with something simple that can easily be remembered and recognized. After all, a major goal of your logo is brand recognition. The more times a logo registers in your prospect’s brain, the stronger relationship and association they have to purchase that brand. Poor logos often get a lower rate of association and you want to avoid this at all costs.
- Make it memorable. An effective logo should be memorable and this is achieved by having a simple yet appropriate logo. It must be memorable to the product or company. If someone can’t describe or recall how a logo looks, maybe it’s back to the drawing board you go.
- Make it enduring. An effective logo should endure the test of time. The logo should be ‘future proof’, meaning that it should still be effective in 10, 20, 50+ years’ time. McDonalds and Nike remain great examples of this. Their logos have evolved over time, but they are as effective now as they were 20 years ago. Font should also be a consideration to give your logo a long life. Fonts that blend well with graphics should be considered over fonts that are “trendy” or unusual.
- Make it versatile. An effective logo should be able to work across a variety of mediums and applications. Versatility and scalability are important in using a logo across a multitude of mediums. When working with clients on rebrand projects, we make sure their logo looks great from print graphics to websites and tshirts. Color swapping is a good option when you need to adjust for dark or light backgrounds.
- Make it appropriate. How you position your logo should be appropriate for its intended audience. A cartoonish font doesn’t suit healthcare clients just like neon colors probably won’t work for a law firm. But be careful not to confuse appropriate with literal. Too many companies think their logo should convey exactly what they sell. In fact, of the top 50 brands in the world, 94% of the logos do not describe what the company does.
When it comes to the color of your logo, there are countless theories about what each color conveys. To learn what your logo’s color says about your company, download this fun infographic from Fast Company.
Need help with a logo? Reach out to us for a consultation.