For small firms, a simple logo that includes your name is best – New York News

Jamie Herzlich

Herzlich writes the Small Business column in Newsday.

When it comes to logos, think simple — like Amazon’s and FedEx’s.

A recent analysis of some 2,000 logos from the 2016 Inc. 5000 list of America’s fastest growing companies by Brooklyn-based SmartSign found that 94 percent were minimal, with simple, clean designs that could be scaled larger or smaller without losing detail.

While successful logos share some common characteristics, a company’s logo is very specific to its culture and brand and needs to reflect those core attributes, experts say.

“Your logo needs to reflect your company in a unique and honest way,” says Kerry Young, vice president and creative director at Crown Advertising & Marketing in Hauppauge. “It’s a critical part of a company’s brand.”

Given that, it’s important to “figure out who you are and be honest about who you are,” she says.

It’s also best to keep it simple, otherwise you will just confuse your audience, Young says.

With that said, for small businesses, having a logo that features both a name…

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