No, don’t be fooled by any fancy logo design. Simply because your business logo looks cool, or awesome, or fantastic (or whatever positive adjective you can think of) does not mean that it will be of great value to your business.
Whether you are in a corporate environment or running your own small-scale or home-based business, your business logo design must be one that speaks what you want it to say, and it must relay the message accurately. It’s plain and simple communication, really. What should it say, then?
Your business logo represents your brand or your business identity. As a matter of fact, it establishes your brand in the minds of the public. But, it is more than just a simple graphic design or mere eye-candy that you can print on your advertisements or billboards. It is a visual, often metaphorical, representation of what your business is, what your company can provide to your customers, what strengths your company has, and how those capabilities can benefit your clients. In a nutshell, it is a very concise pictorial rendition of everything that your clients must know and feel about your business.
The keyword here is conciseness. You will want to come up with the simplest business logo that can communicate the most complex truths about your business. You will want the simplest design that communicates as many important messages simultaneously. For example, the business emblem must illustrate your business’ vision, mission, and core values. The graphic elements that you include, or choose to exclude, in your design must be able to convey your company’s reason for existence. More than that, the design must convey it in a manner that requires little or no verbal explanation.
Besides details about your business, your emblem should clearly imply your value to your customers. The design of your emblem must project the uniqueness of your business in solving a particular need. Through your logo, show your customers that your services and products are not run-of-the-mill and are reliable.
A third important element is the people element. Your company logo can easily project an image of proficiency and efficiency (which are good, actually) yet also imply an organizational setup that can be perceived as heartless, a perception that is not good for business at all. If that is precisely what you want to project, very well and good. But, in general, people relate with people. People respond well to warmth and goodwill, but not to heartless automatons and robots. So, give your business emblem the human touch.
If you have the skill and talent, you can easily create your own business emblem on your own. This will definitely streamline the process, as you will not need to orient a graphic artist about your business and design ideas for the logo. However, in most cases, you will need to employ the services of a graphic design or logo design company. If such is your case, you will need to find a graphic designer who can quickly grasp the mental and intangible ideas and cast them into an artwork that accurately reflects your intentions.
An eye-catching logo is definitely worth looking at, but if it doesn’t say anything that makes the viewer understand and get a good impression of your business, then that logo is practically eye candy only and is not of much value to your business.