Logos are little things. But they can be powerful communicators. You use them on business cards, brochures, business forms, your website and almost everything your property management business presents to the public. Do you know what yours is communicating?

Take a fresh look at your logo. If you had never seen it before what would you think about the company it represents?

Here are some questions to ask about your logo to help you determine if it’s saying what you want it to say.

Is it fresh?

Styles change. A dated logo can tell a client that your company is stale, staid and behind the times.

If your logo was designed before you developed a website it may be time for a redesign to reflect your change. Web friendly logos are generally expected to be full color. It’s possible to have a two or three color logo for the offline world and a four color for the web. This can be done with enough continuity to still solidify the brand.

Another option is a one or two color design that has what is considered a full color version for the web. This isn’t about adding colors, it’s about adding reflections, shadows or a surface quality that makes it more than a flat 2 color log for the web.

Is it professional?

Your logo is your chance to grab someone’s attention. In our age of information overload it is a primary form of visual communication. A well designed, professional logo will give your business credibility. An amateur one will do the opposite.

What are the colors saying?

Colors evoke emotional reactions in people. We have responses to them without even realizing it. Red is exciting and works well for restaurants and bars. Blue is seen as reliable and a popular choice for B2B companies. Black and gray are associated with exclusivity and prestige.

Does it convey what your company is about?

One look at a logo should communicate what a company does. Slogans or taglines are a great way to get the message across but they must be short.

While it can be costly to completely rebrand, you can refresh and rework your present logo to update it. This allows you to retain the brand identity that is associated with the original logo while bringing it up to date.

There are five basic principles that apply to good logo design. Your logo should be simple, memorable, timeless, versatile and appropriate. What did you think about yours?