July 2022

We use logos to represent the company and business where we work. These logos affect the people who see them and will influence your audience. Every official company has some form of a logo that represents who they are and what they do. This logo may come in the form of a clever symbol or the company’s name in a stylized font with graphic im- aging around it. Regardless of what your logo looks like, you need to focus on its effects on your target audience because they are the ones who will supply you with the business you need. Why Logos Matter Logos are a company’s way of inviting po- tential customers into their business and showing them their services. Before any person you greet or hand you shake, that potential customer will most likely see the logo and either feel invited or uncertain. A company’s logo matters because it’s the designated symbol of what the company stands for. If the logo looks poorly craft- ed, people won’t feel as inclined to look into the company’s service. What You Want Your Logo To Convey to Your Audience Like any face, a logo should feel welcom- ing and convey a feeling of contentment to your audience. You most likely had an idea in your mind of what this logo would represent when you were building your company. If you chose or crafted your logo with a pleasant thought in mind, you should want it to affect your audience in the same way. How a Logo Can Make Your Audience Feel The images all around us invoke a variety of feelings. A logo with gentle colors and lovely full shapes will make your audience feel at ease, and the image of the company is approachable. A negative image using deeper colors, such as a deep shade of red, may cause feelings of discomfort. Posting a negative logo online, such as on Face- book, can be a mistake that turns people away from the company. How To Improve the Effects of a Logo Even if your logo affects your audience in a harmful way, there’s still time to change the image to better represent what your company stands for. Look to your audi- ence for ideas to change up the logo since they’re the ones looking at it and feeling its influence. The audience will speak through reviews or social media and talk of their experience with the logo, and starting a poll on your company’s site will also help you gain feedback. Your logo is an essential detailing of your business’s goals and operation. Giving your logo careful consideration will help you increase your customer base and im- prove the company’s image. 9