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At Performance Signs, we put your brand to work on Charlottesville vehicle wraps, interior wayfinding signs, banners and exterior signage. A professionally designed logo is a visual symbol that identifies and differentiates your business, and it’s central to the branding process. Logos are expressions of your corporate brand identity and values, and they are typically a customer’s first marketing touchpoint. While your company’s name, tagline and marketing content describe what you do and how you do it, your logo is a single point of recognition for consumers.
At its most basic, a logo is a symbol, brand mark or logotype that serves as a visual link to your business. According to Paul Rand, American graphic designer and creator of familiar logos like IBM, UPS, Westinghouse and ABC, “A logo does not sell (directly), it identifies.” (Emphasis ours.)
Alina Wheeler, branding authority and author of the influential book, Designing Brand Identity, says she appreciates logos that “give the client latitude to grow, are dramatically differentiated within their sector, and work well across touchpoints—from an app icon to a digital billboard on Times Square.”
These may seem like lofty goals, but pro designers and branding experts help you boil big ideas down to an emblem or wordmark that’s timeless, versatile and unforgettable. “We have less time and less space to tell our stories than ever before. To rise above the clutter, a symbol or logo is the fastest communication known to man. It unlocks associations with your brand on sight, so it’s important to get it right the first time around,” says Wheeler.
Allied Concrete 75th Anniversary Logo Design Created In-House by Performance Signs
Think through the following qualities as you design a logo that fulfills its mission as a brand ID and trust builder for your business. Working with a graphic designer or branding professional helps streamline the process and guarantee results.
DISTINCTIVE & MEMORABLE
To differentiate your Charlottesville, VA logo or wordmark from other businesses in your market niche, conduct research to familiarize yourself with competitor brands: logo shapes, colors, imagery and fonts. Competitors and industry leaders can inspire ideas for your logo design and give you an idea of what works and what doesn’t connect with target audiences. Understanding the competition also helps you develop breakthrough designs that separate your business from the pack and steer clear of “trendy” looks that don’t age well.
STRATEGIC OVER ARTISTIC
Logo aesthetics are undoubtedly important, but a logo’s goal is not just to “look pretty.” More than a piece of art, an effective logo is a strategic tool that helps audiences identify your business, separate it from competitors and develop a brand connection.
SIMPLE & CLEAN
Some companies use complex logos successfully, but there is always a risk that audiences will get lost in the design intricacies and lose sight of the brand. Many failed logo designs also try to convey too much information in a single emblem. It may be cloaked with hidden meanings, or designers may go overboard with colors, fonts or special effects.
To avoid distracting customers, THINK SIMPLE, and focus on developing a memorable brand identifier. With repeated symbol exposure and brand interaction, consumers begin to assign your logo a deeper meaning. As you provide high-caliber service and exceed client expectations, your customers will relate those experiences with your brand’s symbolism.
“It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. It derives its meaning and usefulness from the quality of that which it symbolizes.” – Paul Rand, Graphic Designer
Another benefit of clean logo design is the ease of scalability and the ability to adapt an emblem or wordmark to a horizontal or vertical format. Depending on the medium or platform, the optimal logo size will vary. Small details may get lost when you shrink a complicated logo, while minimalistic designs translate better to social media icons and other small formats.
Allied Concrete 75th Anniversary Design Mock-Up by Performance Signs
Why do so many agencies and business owners trust our certified team of Virginia sign and vehicle wrap specialists with their brands? Because our skilled, client-focused firm is a one-stop-shop for logo design and brand application across platforms. A polished, professional logo plays a crucial role in your company’s branding scheme. If you’re a start-up or small business without a professional logo, ask the Performance Signs team about design and brand consultation services!
Just like logo design, vehicle wrap design is best left to the professionals. Our 3M Preferred Graphics Installers create striking vehicle wraps that draw audience focus and promote brand memorability. To learn more about our branding services, vehicle wrap application or sign design and installation in Albemarle and surrounding counties, call 434.985.7446.
For your convenience, you can also request an estimate online. For photos of our work—interior and exterior signs, temporary signage, vinyl vehicle wraps and small business branding projects—visit our gallery!