Logos are key but they’re not your entire visual identity
Your logo is a key means by which you’ll communicate your brand identity, but they are not the only part of your company’s visual identity. They’re a main component of a much broader picture that will include colour palette, layout, photography, typography and other visual elements. Therefore, you need to ask how your logo fits into the broader visual identity of your business.
Check your competition
How do your competitors present themselves? Is there a particular style or flavour of design that’s common to businesses operating in your field. If so, do you want to reflect that common design approach or challenge it? If you do decide to challenge it, how will you do so without confusing your potential customers? Will it still be clear exactly what you’re offering?
Spending some time looking at the design and logo choices of your competition should give you some ideas. It will also allow you to consider what does and doesn’t work.
Make sure your logo ties in with the rest of your marketing materials
Your logo will need to complement any existing marketing materials. If you’ve already chosen a particular colour scheme, and font and design approach across your marketing materials, then your logo should blend with it. If it doesn’t this will appear confusing to your potential customers. They may not even associate your logo with your company.
If you decide that a new logo using a different design approach is more appropriate for your brand than what you had already, then are you willing to invest in new marketing materials that reflect this? Brand consistency is key to the success of your marketing efforts, so ensuring that your logo is working with the rest of your materials is vital.