Thursday tip for Health Marketing/ Medical Marketing- How to Create an Effective Logo in 10 Easy Steps

Just by looking at an image, you know immediately that the first one above is facebook, then Google+, phone, LinkedIn.  Do you have a logo for your practice or business?  Is it recognizable and easily represent what you stand for?

Prior to creating a strong logo for your business, essential ideas need to be considered so that the logo not only represents your business but also makes a lasting impact in the minds of prospective patients.

Keep in mind that a  great logo is more than just  images and words. It tells a story about your business–who you are and the services that you provide. While you’re not supposed to judge a book by its cover, people do that every day when they encounter companies’ logos: A company with a strong logo stands out as professional and memorable, one that you will call for that appointment when the need arises.

 

Logo Building Strategy

3. Decide whether to insert your business’s name into the logo.

Having your name as part of your logo design may not always be a good idea. If your name is too long, too generic or doesn’t translate well, leave the name out.

4. Be consistent with your business’s color scheme.

If you have established certain colors in your website, brochures, advertising and other materials, it’s important that those colors are reflected in the logo. This develops familiarity. You want customers to be able to mentally associate your logo with you. If no color scheme has been chosen yet, research  the psychology of colors so that you can aptly select.

 5. Don’t imitate successful logos.

Imitating a logo of another company not only says that you are uninspired, but also prevents you from standing out.  Successful logos should be simple, memorable, and appropriate. Aim for this as you play around with ideas.  If you’re struggling for ideas, trying using different key word to conduct searches online or use a thesaurus to move your thinking in some new directions. Sketch things out and play around with them. Write key words in different fonts. See if something visual sparks an idea.

 6. Keep it simple.

Attempting to convey too many messages with one design will sabotage the success of your logo. Avoid too many colors, multiple fonts and layered images. A confusing or cluttered logo won’t convey a clear message. A simple logo is easier and less expensive to reproduce.

7. Create several designs and test them.

See what works and what doesn’t. Even the ones that you discard, may  spark an idea or offer one element that you want to retain in the next version of your design.  Draw a rough sketch  in the initial stages of your logo design process. Sketching is a quick and easy way to get the ideas where you can evaluate them more easily.  Don’t erase. Designing is not a linear process. Keep the pages with the designs that you didn’t like. They may spark an idea or, upon later examination, offer something of value.

8. Get feedback from people in your target market.

 

Show your design(s) to a sampling of people who fit the profile of your ideal client. You may show them multiple designs or simply the one you feel to be the strongest candidate.

Ask key questions that will reveal their reaction to the logo. Do they think it’s boring or exciting? Ugly or attractive? Generic or unique? Also check to see what image or message the logo conveys to them, whether they find it easy to read/recognize and if it seems consistent with what they know about your company or about your industry.

Get specifics. If your sample says the logo is “confusing” or “difficult to read,” press them for details. The more you can find out before you invest in all of your print collateral, the easier it will be to tweak the design.

Use social media. If your company has an established online presence, run your logo past those who are connected to you and listen to what they have to say.

9.Make sure that the design is scalable.

 Your logo must function well whether it’s being reproduced in a large or a small format. Graphic design programs such as Adobe Illustrator or Inkscape will allow you to test the scalability of your design. If you’re working by hand initially, try making copies of your design at different size settings.  If a logo is drawn to look good at a business card size, it may appear clunky when reproduced larger.

10. Selecting the Final Draft. 

Digitalize your logo or outsource it.  Adobe Illustrator is the most popular program but Inkscape is another offering, and it can be downloaded online for free. There are a number of instructional books and websites that can help you learn Illustrator.

 

 Sample Logo

To  ensure your company logo attracts business, design it with a 5-year-old in mind.

According to Brittany Hodak, co-founder of ZinePak, a publishing company that specializes in branded content:
“Most 5-year-olds in America can recognize more than a dozen brands by their logo. It’s not just because those logos are ubiquitous: it’s because they’re clear, simple, and easy to remember,” Hodak tells Mashable’s Scott Gerber. “Pick something that’s as simple as possible (no more than two colors), easy to remember, and works in a super small format (think app icon) or super large format (think billboard). Before finalizing anything, show your logo to 10 strangers for five seconds. Then, ask them to close their eyes and draw it from memory. If they can’t draw something that’s close, you need something simpler. (Bonus points if you have access to 5-year-olds for this exercise.)”

Have you created your logo yet?  Share your thoughts in the comment box below.