Running a company and using an ineffective logo seldom go together. Just look at the big guys: Apple is always associated with new ideas, Nike with success and MTV with music – and it’s working for them! Their logos are recognizable throughout the world and, thus, effective. Every smaller company should go out of its way to re-evaluate its visual identity and consider whether or not its logo is effective. Visual identity is the most important part of branding which is, in itself, crucial for running a business.

Consider Your Audience

In order to build a good visual identity, you’ll need to define your audience first. After all, you cannot really start a business without knowing who you are pitching your product or service to. Now the question of your target audience does really need to be specific – Location, Age, Gender, Occupation, Income, Education Level, Marital Status, even Ethnicity. Once you’ve found your target group, you’ve made the first step towards coming up with a proper visual identity.


Now, the color you opt for plays a vital role when it comes to your visual identity. We live in a world where everyone is too busy to pay attention to details, unless they are really interested. Color is important owing to the fact that it will represent your brand on the emotional level – it will be something your customers will remember you by. Colors are often affiliated with a specific industry: blue is often used in healthcare and financial sectors, seeing as how it is calming and reassuring; green is used to evoke a feeling of natural and healthy products; white is clean and fresh and plays well with cleaning products and yellow is powerful and energetic and it evokes youth.

What about Your Website?

“If you’re not on Google, you don’t exist” is a valid claim nowadays. Websites have become so important that they are treated as mandatory in developing a company. Having a page on social media websites such as Facebook and LinkedIn is definitely desirable, but is in no way replacement for a website – people won’t take you seriously if you don’t have one. However, your website should be more than your visual representation – it’s supposed to establish your visual identity and display your logo to this constantly-connected world. This is why there are many tools out there available for building sites. Do some googling and find a free website builder to try out and see how easy it is; website design might be a profession that is going out of trend fast.

Social Media

Now that you’ve realized that a social media page is no replacement for a website, let us move on to talk about the importance of the former. Social media websites don’t really work the same as websites. Take Facebook, for example – people are more likely to stumble upon your page, rather than actually search it in our favorite blue social media search engine – if they wanted to search it, they’d do it on Google and then your website would take care of the rest. This is why you need to make your logo attractive and pleasing to the eye – it needs to be interesting and it needs to constantly recur. Let me give you an example – the Shark energy drink is definitely not the most famous one, yet once you’ve seen their logo, you’ll definitely remember it; as a matter of fact, I’ve never tasted the beverage (not really an energy drink guy), but I’ll always remember the day I first saw their clever logo – an image of a shark, consisting of letter in the word “shark” (S for the jaws, A for the fin, K for the tail fin, etc.)

Your logo needs to be eye-catching and interesting at the first glance. Do this by using color to attract your potential customers and use smart imagery and logo design to make your brand memorable. This is proper visual identity!