What Your Logo and Font Say About Your Business

What Your Logo and Font Say About Your Business

It's a small detail, but as the saying goes - it's all in the detail.

By Daniel Kidd

Why your logo really does matter

Getting your logo design right is hugely important for your business, principally because it establishes your brand and creates customer recognition.

A good logo can convey the tone, value and character of your business or brand in a fraction of the time it would take to explain these concepts in words. Over time it becomes a shorthand for your business, enabling customers to identify your business and product range easily.

It’s important to get the design right first time, as it can be difficult and costly to change a company’s logo. It’s also important to make sure it’s clear and readable – whether it’s on your delivery van, your packaging or your business card.

Why you shouldn't forget about fonts

It’s said that 95% of graphic design is about fonts. Certainly, your choice of typeface has the power either to support or to undermine your brand image, so great care should be taken to select the right font.

Because fonts have been around for a long time, they’ve established a widely understood set of associations all of their own. This is why a geometric, bold font can suggest a retro feel, or a slim, serif font can convey class. Similarly, overuse of italics or comic fonts, or inconsistent styles and sizes, can easily convey a sense of amateurishness or a poor sense of style.

Revolutionize your product imagery

Good product imagery requires attractive but accurate pictures of your product. Putting products in the best light boosts conversions and sales and by offering customers a true view of the product helps reduce return rates.

To achieve good product imagery, the photography needs to be crystal clear and high resolution, so that potential customers feel that they can really examine the item in detail. Colours should be realistic and the imagery should offer multiple viewpoints of a product. For the best results, this can be in the form of 360 degree photography, three dimensional rendering or a video walk-through.

The aim of good product imagery should be to bring the customer as close to the experience of physically examining and inspecting a product as possible.