THE LATEST NEWS

Blog

Oct 29

A Good Logo Design Helps Build Your Cannabis Brand

A well-designed logo represents a special uniqueness about a company and captures the spirit of a company’s virtues. The logo transcends the written word by summoning emotions that remind oneself of a company like no other medium is capable of doing. An effective logo creates a feeling of familiarity and is a key ingredient for successfully developing brand awareness.

If a logo is distinctive and memorable, customers will associate the logo with the company or brand. It is this mental picture that will be remembered by customers, and will keep them coming back. As the company earns name recognition from its advertising, quality products, and customer service, it is the logo that stays with most customers over time.

Business success depends on, to a large degree, its brand. Part of developing a brand is to make the company’s name and product stand out from the rest. It starts with blending a great logo design that speaks to the company’s image, together with the appropriate perception by customers that ultimately draws them to the business.

Most successful business owners will agree that without name recognition, they are fighting an uphill battle to succeed. That brings up an interesting challenge, but one that can quite possibly hold the key to success. Advertising and name recognition is crucial, but what if that doesn’t work as expected? The answer lies in developing a brand and one of the most important conditions of developing a brand must be in how consumers perceive a particular business or product.

A logo is not simply an ingenious design that appeals to the eye. Instead, it is a carefully designed image or shape with little or no text that conveys a great deal about the company. So, just how does an excellent logo design instantly develop the kind of emotion or feeling that convinces a customer to buy? The answer lies in the capability of the logo designer.

The Creative Brief

A critical aspect of logo design is the ability of the artist to convey the company’s image. It begins with a thorough understanding of the company’s goals and objectives as directed by the stakeholders and others directly involved in the process. A document called the Creative Brief is a questionnaire comprised of several specific and probing questions. The questions are designed to give the designer an intimate feel for the company and for the message the logo will convey. In addition, details about the target audience provide more insight to aid in the design. The brief must be complete in every detail and is an integral part of the logo design process because it spells out the business’s mission and goals. In fact, the design of the logo is so important that designers sometimes agonize for weeks or months over seemingly minute details before the first draft makes its way into the approval process.

Versatility

It is likely that most companies will use their logo in a multitude of mediums, from letterhead to websites, and even on billboards and buildings. A good vector design from a logo designer will ensure that the logo will look and appear perfect in any of these situations. A vector model uses mathematical calculations of each line and shape. When the model is enlarged to billboard size or larger, or reduced to the size of a postage stamp, the details remain exactly the same as the original. The use of photos is not suitable due to their limitations on scaling, unless they are converted to vector format beforehand.

While the company’s highly regarded and hard-earned brand is everything to the business, so should be the perception of the company by its customers. Great logo design plays an important part of any successful business and should be given the same attention to detail as other parts of the business. As the company evolves and expands, or changes its business model altogether, a strong possibility exists that a new logo design will be part of the process.