Company logo signs are one of the most important marketing tools for your business. Whether signage is displayed in a traditional setting or shared online, signs with corporate logos are vital for building brand identity. But how can you make sure your logo stands out and helps people identify with your brand?
Keeping it simple
Signs like the iconic McDonalds logo showcases a brand that everyone recognises. However, the McDonald brothers changed their logo multiple times before it became the fast food emblem of today. While colour, font and placement are all vital to your company logo sign, it’s important to remember that logos change with the times. The infamous “golden arches” that were added to the logo in 1961 would look out of place on signage today. The arches reflected architecture of the 50’s, so the logo needed to be adapted for a modern audience.
Over time, the McDonalds logo has been simplified and stripped of unnecessary elements, and now it is instantly recognisable. The key takeaway here is that simplicity is best.
Font and taglines
Your logo is your chance to tell your brand’s story. This means the design and message needs to be clear and uncluttered. Whatever it is you want to say about your business, you need to make the statement in as few words as possible in a font that’s easy to read.
Think about the McDonald’s “I’m lovin’ it” tagline. Over the years, those words have become synonymous with the brand. Automatically, you think of their logo, and of enjoying their food when you hear it.
Of course, you don’t need to include text in your company logo sign. Companies like Apple say everything they want to say using a simple image. Whether you love or hate Apple products, you can’t deny that you recognise the logo when you see it. Steve Jobs said that he wanted his brand to be “fun, spirited and not intimidating”, which was why he chose an apple for the name and logo.
The colours you use use in your logo will affect how your brand is perceived, so think about how you want your audience to feel. Do you want to appeal to the easy-going, fun side of the consumer so they click the link and buy your product? Then rounded, lowercase fonts in orange or pink will soften your logo and create positive associations with your brand. Again, the McDonald’s logo uses primary colours to appeal to our playful nature.
The psychological impact of company logo signs
The aesthetic elements of your sign, including colours, fonts, and graphics, create an emotional response in your audience. Therefore, you need to consider not only the relevance of the imagery to your existing logo, but also the psychological impact of colour and design. This is true of both traditional and digital signage.
Bear in mind that some fonts have cultural links that influence how people feel when they read them. Courier fonts, for example, were designed to read like old memos on typewriters, while Helvetica is often related to the U.S. Government, as it is used on their tax forms. Therefore, it’s best to avoid these fonts in your logo.
Bringing your company logo signs to life
Butterfield Signs is a family-run business specialising in traditional signage enhanced by modern technology. We have a rich history, with origins dating back to 1927 in Bradford, where we still manufacture today.
From design to installation and ongoing maintenance, Butterfield Signs has the expertise and experience to help your brand make a lasting impression. Contact us today to learn more about our products and services, and let us take your company logo signs to the next level.