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A company logo is the main graphic used in all your marketing efforts and the one most commonly associated with your business. Designing a business logo is no easy endeavor because it should not only represent your brand, but it must do so in a way that is visually appealing. Here are five pro tips for your business logo design:

Hire a professional: You might be tempted to dabble in a do-it-yourself logo design, but this is a misguided step. Consider the various uses for your logo: print materials, digital advertising, various types of promotional materials and more. This requires your logo to be created in a way that easily transfers between these platforms, meaning it must have certain components that don’t compromise quality. A professional will understand how to create a logo that is easily transferable between platforms while also retaining an eye-catching and professional appeal.

Stand out from the crowd: This might seem obvious, but many people still bypass this important principle of logo design. When you are working with a designer, partner to create a logo that authentically represents your brand, but also stands out from any other logo. While it’s fine to draw inspiration from other logo designs, yours should be distinctive – something that is not easily conflated with another brand.

Add meaning to your logo: Your logo should not incorporate the latest trend just to be cool. It should have some meaning and represent your brand in a way that tells at least a piece of your story. A good example is Apple’s logo, which is marketed as an apple with a “byte” taken out. This is an example of the way that a logo can have more meaning than what is seen on the surface. When you work with your designer to cultivate a design, be sure that the result means something to your business.

Don’t shy away from color – but don’t overdo it either: Black can be a very powerful color in logo design, despite its simplicity. In fact, black is popular because of its versatility. But nothing makes a logo stand out like a beautifully-matched color palette. This may be one of the first things on which you work with your logo designer. Incorporate the colors used for your company’s other marketing materials (including the website) in the logo to create consistency in branding.

Create adaptability: Your logo should be adaptable enough to be used across a wide array of branding opportunities. For instance, the Nike logo sometimes runs in its entirety and sometimes the trademark “swoosh” is the only branding utilized on an advertisement. However, given the brand recognition of this company, sometimes the “swoosh” is all that’s necessary. Aim for that kind of adaptability for your company’s logo; something that can be run in its entirety or with just a piece of the logo element.