Why Your Logo Matters

When you’re heading a business or trying to develop leads as a freelancer, the last thing you’re probably thinking about is the design of your trademark. But perhaps it shouldn’t be.

The reality is that a trademark is more than a symbol—it’s the entire story of your company, in one complete design, available 24/7 as your number one brand ambassador and top salesperson. Your logo matters more than you can imagine. Here are a few reasons why.

1. It’s the first contact many have with your company, product, or service.

The importance of a brand identity is a much-discussed topic in the business world, and rightly so. But the best tool you have to build your brand awareness is through a graphic symbol. Your trademark is often the first thing many of your potential customers see. Consider the places where a graphic acts as an introduction to your company:

Your Website: When a potential customer reaches your website, the first thing they see is your logo. Talk about an introduction.
Apparel: Whether used as a uniform or as a promotional gift, a shirt or other piece of apparel with your trademark is basically a walking billboard screaming your brand’s name and story.
Stationary and Business Cards: Anyone who receives a correspondence from you is automatically introduced to your company through your emblem.
Promotional Materials: Mugs, pens, water bottles, totes, koozies, golf balls and more—these are just some of the promotional materials where potential clients could stumble upon your company’s graphic identity.

2. It concretely brands your identity.

Through the use of color, typography, positive space, negative space, and imagery, your company’s entire story is brought to life. Consider all the brands you can identify by trademark without even seeing their name: McDonald’s iconic arched “M”, Nike’s simple swoosh, Apple’s chomped fruit. Your company’s identity is made concrete by your trademark’s design.

3. It distinguishes you from your competition.

For many service and product industries, marketplace competition is fierce, especially when you’re a small business trying to compete against big, well-known brands. Luckily, the way you identify yourself graphically can help set you apart from the competition. By distinguishing yourself through your visual trademark, you’re effectively showcasing how your product or service is different than what can be found at your competitor’s.

The importance of your logo can not be stressed enough. Whether you’re a large corporation, a small business or a freelancer, having a well-developed trademark will give you a competitive edge.

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