What are the factors that a logo should convey?
Your business message, brand essence, and targeted audience can be guessed by looking at the logo of your company. If these elements can be known by looking at the brand mark then it certainly missed some or the characteristics that logo must consists of and also you are losing on some useful opportunities. Now, the question arises how can you make your logo design communicating?
Some of indispensable points that the logo must have in order to be effective in all aspect:
The logo must speak for your customer: Your brand emblem must show your product or services which will enable the customer to take a glance and understand your business and get an impression that they have come to the right place. Just think of a long way to reach your online business after many searches or finding it on a classified ad on the backside of a magazine for the services that you are looking for. While it's simple for the customers can know the products and of course will get more views.
Your brand mark should convey the essence of the business: What impression of your business you want to give your customers? You can use long text that can depict your brand to the audience the personality of the business, but here you cant include a lot of words as it will make the logo look clumsy and will claim zero views. You have to look for one or two word that will be apt for the business. This will make it memorable. For example, if you are into kids toy business you can use any vibrant color in the logo design and font type like sans-serif will make it look appealing for the audience.
Tag line and name represented on logo: It might seem cliched, but it's necessary that the business name should be clearly visible in the logo design. The color theme, fonts all should be complimenting. The eye-catching design will lure the audience to become potential customers. And if it's unreadable no one will take time and understand the text so its better to keep the fonts simple in the name as it will make the design prominent.
Logo should be addressing the target audience: The creation of the logo should aesthetically depict the preference of the audience. If the design is completely different then the people may not be interested in the business product or services. Even though the you are actually providing the product that they are looking for. You can always conduct a small survey to select the proper color and font that the potential customers would prefer and implement those in the logo design. This will increase the sales potentially.
The design should explicitly depict the company value with the help of color, theme, font and concept together. It's a meticulous task and taking professional help can be helpful in getting an appropriate ones.