Consumers prefer buying from brands they trust, and often, the first point of contact with your brand is your company logo. This makes it even more important to have a logo that fosters confidence. Every time customers see your logo, whether it’s on a postcard or a piece of marketing collateral, it has the power to strengthen or weaken their trust. You want it to enhance their confidence, but what makes a logo trustworthy?

Let’s take a look:

Clarity Counts. An overly detailed logo can confuse rather than communicate. Aim for a straightforward, easily interpreted design. Consider Nike’s iconic swoosh. Even if you’re not familiar with Nike, the swoosh immediately conveys movement, dynamism, and athleticism.

Be Unforgettable. The more distinctive your logo, the stronger the impression it makes. A bland or forgettable logo can suggest amateurism or a lack of professionalism.

Stay Original. Whether intentional or accidental, logos can sometimes resemble those of other businesses, even competitors. Thoroughly research existing logos to ensure that yours stands apart.

Choose Colors Thoughtfully. Research indicates that 90% of immediate consumer judgments about brands come from color alone. Choose colors that authentically represent your brand. For instance, blue might not be ideal for firefighting gear, while red or orange might be more suitable.

Align with Industry Norms. Your logo’s style should resonate with the aesthetic expectations within your industry. Using an extreme-sports style logo for a conservative financial firm, for example, would likely confuse customers rather than foster trust.

Make Reproduction Simple. Avoid selecting colors or intricate designs that are challenging to replicate across channels consistently. Slack, the workplace collaboration tool, faced criticism for a complicated logo before simplifying it for easier reproduction.

Ensure Relevance. Your logo imagery should connect to your brand’s identity or location. Recently, a logo for a company in North Carolina’s Outer Banks featured mountain imagery, though no mountains exist there. Such mismatches can confuse rather than inspire confidence.

Trust is increasingly vital in today’s marketplace, and it begins with your logo. Does yours need a refresh? We can help.