To begin with, your logo is so much more than just a design you place on your materials, signs and collateral – it’s a visual representation of who you are when you aren’t there to speak for yourself. A good logo, or “brand identity,” should present a feeling of what to expect from your organization and the people who work there. If done correctly, it can raise your profile, increase your top of mind awareness and allow potential clients to gain a feeling of who you are, what you do and how you do it.
Often, the difference between a good logo and a great logo is a sense of pride that you, your staff and your community can rally behind. Especially in healthcare, you want your patients to associate your logo with a feeling of safety, professionalism and most of all, trust.
So take a look at your logo, and ask if it is doing everything it can to best represent the brand you’ve worked so hard to build? If not, we’ve compiled 5 reasons why your logo may be lacking.
- It’s Too Busy
Look at one of the most famous healthcare brands’ logo. The Red Cross. They have such a simple logo and yet it is a national symbol for health. Don’t waste your time and resources on tiny intricate detail, people will respond better to bold, simple, easy-to-identify marks.
- It’s not memorable.
Making sure your logo is memorable is easier said than done. Rule of thumb here, consider the colors you’re using. Vibrant colors are always best at grabbing your audience’s attention, so try to stick with the basics. Usually one or two colors is best, and keep in mind that your logo might not always be printed in color. So coming up with a grey scale logo is a good idea you won’t regret. Remember, if your identity does not look good in black and white, chances are it won’t work in color either.
- Size Matters
You want to make sure your logo looks good on all scales. Stay away from small detail because it will get lost in small print. Sure, you’ll be able to see it on a billboard but what about those pens you just ordered? It should be consistent across all mediums.
- It’s too passive
A great example of this is the new Twitter logo. Before, the bird has always been posed in a stand still position indicating no movement. Now they’ve changed the bird to make it look like it’s in flight and rising. Oddly enough, small changes like this can make a difference. You want people to associate your logo with a sense of activity and movement, rather than a motionless icon that doesn’t show any progress.
- It Doesn’t Represent You
Above all, your logo is the face of your organization. It speaks when you can’t, so what is it saying? Ask yourself what you want people to know about your brand. Are these traits portrayed in your logo? If they’re not, you are missing valuable opportunities to show your community who you are and what you can do.
In the end, your logo is a representation of everything you and your organization stands for. You want people to get an idea of what you’re about before they even step through your doors. And your logo can do that, all it needs is a little strategy and a lot of love.