by Shayna Louise Fernando – Graphic Artist

When you’re considering all of the factors that go into building a business, creating a logo might not seem like a top priority. But, it should be! “Maybe I don’t even need a logo at all,” a little voice is whispering in the back of your mind. Don’t listen to that voice for one second. Your logo is an integral part of making your brand a successful one – right up there with having high-quality products and positive referrals. But WHY? you say… Relax, I’m getting there.


Attention spans are short these days – especially consumers’. As things stand, companies have about 2 seconds to convince potential customers that their products are worth any consideration. Enter: Your logo. A logo can quickly grab viewers’ attention and communicate your core values in an interesting way. That short attention span – you know, the one that causes consumers to judge your business by its appearance – can work to your advantage, if you have a solid logo to speak for your company.


You have one chance to get this right. A logo is your first introduction to your customers. If designed well, it can pique the interest of the public and invite them to learn more about your business. If not, you’ve just alienated a potential customer base and basically tanked your business. (I’m kidding – sort of.)…


Successful branding is about telling a story. One that will influence your customers’ emotions – plain and simple. And, while it’s true that logo design is only a part of your business’s brand, it serves as the foundation for the entire narrative on which your brand is built. Colors, tones, fonts– all of this is determined by the story you’re trying to tell, and your logo sets the stage, plain and simple. These elements will later translate from your logo onto all of your branding materials – letterheads, business cards, landing pages, you name it – heck you might even stick it on your car!

A logo can quickly grab viewers attention and communicate your core values in an interesting way


Your logo leads the horse (your audience) to water (your business). Ideally, you’ll want people to instantly connect the sight of your logo with the memory of what your business does – and, more importantly, how it makes them feel. The truth is, some of your audience will likely forget the name of your business (don’t take it personally – it’s human nature), but they’ll immediately associate your logo with their memories of your brand.


Say it with me: Customers crave consistency. Think about it: When you’re out shopping for workout gear and suddenly spot trackies with the Nike swoosh, you’re instantly ready to buy. Why? Because you know you’re in safe hands; Nike is a brand you trust. Once they like you, your customers are going to seek you out again and again – and your logo is the thing they’ll look for first.


And last but not least. Your logo is the first thing that your customers will look for when communicating with you and your business. It should be front and center of all your marketing materials such as business cards, flyers, advertisements, etc. If you don’t have a logo (and one that stands out), then you are missing an opportunity to make your business stick in the minds of your audience.