3 Must-Haves for a Great Logo

Did you know that your logo is one of the most important parts of your company? It is the first thing someone sees when they are looking for a service or some sort of consumer goods. It is the face of your company. Think about it, your logo goes on your website, your business cards, your stationary and any advertising you do to tell people about who you are and why they should buy from you.

What your logo looks like says a lot about your company. It should reflect the image you want your company to convey to your customers. Using a certain font, color and graphics in creating your company logo can really make a huge impact on how people respond.

Let’s talk about a few key points you need to have when creating your logo.

Keep It Simple.

Make your logo stand out by keeping it focused on the what I consider the main 3 parts of a logo.

Font

Your font can emphasize what you are trying get across about your brand. A wrong font can turn people off immediately. You want something that is easy to read and is not jumbled up with multiple other fonts. I recommend using no more than two font styles: main header (company name) and something along the lines of a subtitle (Heating & Cooling, etc.). Take into consideration who you are branding to. A great font idea for the HVAC/R industry would be something with straight lines and hard edges as opposed to a delicate script font.

Color

Choosing a color palette for your logo can have a huge impact on developing your brand. Many people may not know it, but they make choices every day off what is called color psychology: the study of hues and its effects on human behavior. The study suggests that the color yellow means optimism, warmth and motivation, while the color purple means wealth, unconventional, original. So, it makes sense that if you are trying to present your company as an eco-friendly company, you might choose a green color as the base of your logo.

Graphic

To design a great graphic for your logo, you need to ask yourself a few questions. What is it your company does and how do you do it? What can you offer the consumer? What is the most important thing you want to convey to the consumer? These will help you develop and idea of what you want to use as a graphic. Don’t be scared to draw out your ideas you have and run them by a peer or professional for feedback.

Make it relevant and memorable.

Your logo should help your customers remember who you are or what you do. When people think “Heating and Air Conditioning”, many people think of red and blue, hot and cold, ice and fire or even a repairman holding a wrench. These are fantastic because they are relevant to your industry. Just keep in mind that there are ways you can change and make your logo unique to your company. Don’t be afraid to try something unique and different while keeping it relevant.

Make it flexible.

It needs to look great in different settings. How will it look on different backgrounds, as an avatar, in an app, on a digital display ad? It needs to be flexible as time goes on as well. As long as you keep the same or similar components of the logo, you can make small changes over the years to keep the feel up to date without ruining your brand. A change of color, a slight change of font or even modernizing a graphic would do the trick!

If you don’t have the means or creativity or even time to create a logo, there are plenty of graphic designers out there that do an amazing job. Investing in your logo will be totally worth it in the end. So, remember what your logo looks like says a lot about you and your company. It should reflect the image you want your company to convey to your customers.

After all, it’s your company and name you are branding, make an impact with it. What does your current logo say about you?

Jennifer Pauley

Jennifer Pauley

Director of Marketing at cfm Distributors, Inc.
Jen started with cfm in April of 2004 and has over 14 years’ experience in the advertising and marketing field. As the Director of Marketing, she focuses on design creation, brand awareness as well as all advertising and marketing needs necessary to help our dealers and cfm succeed. Jen is an industry group member of HARDI and Women in HVACR and is on the HARDI Marketing Committee. She is also a member of the local Kansas City Chapter of AMA (American Marketing Association).
Jennifer Pauley

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