Whether it is an international organization or a small business, every company has to get a smart logo designed which would represent its philosophy. The logo should create instant brand recall and powerful visual connect with the customer, for which it is always a good idea to engage an expert logo designer.
Since logo design will go on to determine the brand image of the company, it is important to make a comprehensive background verification while selecting a logo designer. He must have previous experience of designing challenging logos and must have immense potential for creativity. He should also be able to blend your ideas into the logo and finish the task within fixed deadlines.
There are a few key features that describe a good logo. There should be a proper combination of photos, colour and letters in the logo to make it visually appealing yet classy. The logo must be one of a kind so that it brings to notice the company and differentiates it from other competing brands.
The logo design should make an attempt to portray the main business of your company in a meaningful way, so that the consumers know by looking at it what your company stands for. It must also be capable of standing the test of time as the last thing you would want is searching for a new logo after a short while.
It is tough to assess the effectiveness of logo design. The new logo may take months to gain approval and recognition among customers, so any increase in revenues of goods or market share, that is, its impact will be realised only after that.
But this does not imply that you can never know if the new logo will find favour with customers. You can rely on market research to find out how the customers will respond to the new logo design. One way, which is often quite effective, is to use the concept of a test market.
In this concept, you can start using the new logo with a limited section of the larger market, and then study and evaluate how people in that population are connecting with it. An aggressive test market promotion of your new logo will help you in generating quick recall of your logo among different consumers and hence you would not have to wait for a long time to see the outcome.
With this you can assess if there has been an increase in revenues of your product in the test market, and whether the opinions of people about your firm have changed since you began publicizing your new logo. If this experiment is found to have a favourable change, you will know that your logo design exercise was fruitful.