Web Marketing: How to Develop a Branded Logo

By John Arnold, Michael Becker, Marty Dickinson, Ian Lurie, Elizabeth Marsten

Perhaps one of the most overlooked elements of marketing, specifically online, is the importance of having a meaningful logo for your website. If you are promoting a company on the web, a good logo is a vital ingredient: It helps you communicate a lot about your business to a website visitor in a fraction of a second.

When people see your logo (or lack of one), they can immediately rate various elements of your business in their minds. This act of evaluation might even occur in their subconscious. Some of these include your

  • Level of professionalism

  • Ability to create or innovate

  • Enthusiasm for your product

  • Level of traditionalism

  • Attention to detail

Visitors will associate words with your business based on the appearance of your logo, such as funny, silly, exciting, desperate, growing, content, or curious. So, be careful what you ask your designer to create for you.

When it comes to your website, it’s more important than ever to at least have a logo to identify your business, if not a logo for each of your products too! The following list invites you to take a look at some good logos that are memorable but also define the business and even the personality of the business:

  • Contractors Access: One look at this logo and you know exactly what this company produces: high-rise equipment that you see window washers standing on, among other things. So, a logo alone can sometimes bring it all together to tell a visitor what your business does.

  • Monkey Bizness: On the other end of the spectrum, you find Monkey Bizness, with the tagline where kids monkey around. Everything about this logo is playful and not too serious, from the font type used to the coloring and the slight animation of the monkey jumping up and down.

These two logos paints a memorable picture in your mind. And that’s what branding is all about: creating something that remains in people’s minds for days, weeks, or months to come.

Professional designers are your best resource for creating a logo that matches how you want your business to be perceived. Keep in mind that logos take time to conceptualize and create. So, be prepared that by the time you approve a logo, you might see several iterations, costing several hundreds of dollars.

The best scenario from a time standpoint is when your website designer is also the creator of your logo. That way, you don’t have to worry about the logo designer getting the right formats to your web designer and waiting for that communication to take place. But, many web designers do not work with logos and require a logo to be submitted before beginning work on your website.