If you’re meeting someone important for the first time, chances are, you want to put your best face forward. You put some effort into your clothes, style your hair and make sure you smell nice — because, no matter what people say, first impressions matter.

The same is true of a company’s first impression: it’s logo.

It’s no secret that humans are extremely visual. It’s how we take in information.  And based on what we see, we naturally make connections and associations in a matter of split seconds. So when it comes to having a logo, and a well-designed one at that, the success of your company heavily depends on it.

Here’s why:     

It’s what your audience will identify you with. How well you are represented, then, becomes extremely important. You want your audience to be able to recognize you in an instant and to have a positive response.

It’s your “handshake” to your audience. It’s the first visual introduction, the doorway, if you will, to your company. Nobody likes a clammy handshake. You want your logo to be a firm, confident and even cool introduction.

Your logo elicits an emotional response. …Which could be good or bad. Hopefully, it’s well-designed, which gives your audience a positive association to your brand. Over time, it builds trust and brand loyalty.

It expresses how you’re different from competitors. You want your logo to be a unique visual that your audience will be able to immediately identify with and separate you from the rest of the crowd.

It gives your audience a sense of your values. Designing a good logo is hard.  Some companies try to do way too much, when the best logos are clean, unique and simple. Deciding what one, specific thing is the most important to convey visually sends a huge message to your audience about what’s most important to you.

It signals a professional appearance. It gives the message that, yes, you know what you’re doing. That’s pretty important for them to know.

Here are some quick tips on important elements of a well-designed logo:

1. Careful attention to colors. Colors elicit an emotional response, so knowing what the colors in your logo do to your viewer is pretty crucial. Also, less is more. One to three colors is recommended.
2. Carefully selected fonts, if any. If you have text in your logo, it’s extremely important to know what fonts mix well together and to keep it simple. No more than two different fonts.
3. Simple. Don’t go overboard and try to do too much. Ask: What’s the one thing you want your logo to say? Or, what’s the one emotional response you want from your audience?
4. Can be recognizable from a distance or at a very small size. No use having a logo that can’t be recognized.
5. Unique.  Obviously, it’s a good idea to have a logo that makes you stand apart.