Page 33 - Branding Yourself and Your Business

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THE IMPORTANCE OF THE LOGO

Logo’s come in all shapes and sizes and it is up to you to pick one
that will help your brand become a leader in its cate-gory.
While you might think that going with a logo that is
unconventional looking and that will catch a consumers eye will
be the best way to go you would be mistaken. Studies have
shown that the most effective logos are horizontal in shape. This
is because of how consumers read. The vast population of the
world reads from top to bottom, left to right, there is no reason to
get fancy and try to change how consumers read.

Not only is the shape of the logo important to the brands success,
so is the font that you choose for the brands name. Anyone who has
used a computer knows that there are literally hundreds of different
fonts from which you can choose. Different fonts can project different
meanings about your brand. Just by switching the font you can make
your brand appear masculine, feminine, modern, antique, just to name
a few. It is up to you to know your brand inside and out so you choose
the proper font to convey the message that you want to send to
consumers. When it comes to choosing the font for your logo make
sure that you choose something that is legible. You do not want