The Logo Mystique by Liz Schmidt Many of us expect a lot from a logo. Some think it has to encapsulate their dream for their business–an image that represents everything the business is capable of becoming. Others think it should be as instantly recognizable as CocaCola. Some even think it should be so cool that people Ooh and Aah over it, and customers flock to their door because it’s so great. Well, there’s some truth in each of these expectations, but there’s also some wishful thinking. Rather than argue these points I’ll share with you some logo basics as I see them. Logo Basics Your logo should appeal to your prospects. Color, style, font (if any), and feeling should be appropriate and attractive to your target market. If you are in a traditional business–like banking or accounting–your logo should probably be on the conservative side. If you have a recording studio for alternative bands the design should push the limits of creativity. Your logo should be one with which your company can grow. Since it will be with you for a long time, I’d avoid creating a very product- or service-specific look if you plan on expanding into other lines. Note: product branding is a whole different matter. Your logo will take on value with time. The IBM or GE logos are only as valuable as the products and services the companies provide. Likewise, your company’s logo will become more important as you serve your customers well. It will come to mean that buyers can get a quality product in exchange for their hard-earned cash. Your logo should be protectable if you will be doing business outside of your local area. In addition to avoiding copying someone else’s trademark you should be aware of other restrictions, i.e. initials–though popular in logo design–are often not protectable. Your logo should be well-designed. Modifying a well-known design or clipart may be tempting, but please don’t do it! If you can’t afford a professional design, do without a logo for the time being. If you settle for an amateur design you’ll find yourself unhappy with it later–when it will be much more difficult and costly to change. The design should be balanced and harmonious, up-to-date but not trendy, fresh and original, attractive in black and white as well as in color, and contain some meaning. Your logo can be a great asset or a subtle liability so invest carefully. Logo Design Options Your company name Name-based logos are very common, especially among our corporate stalwarts. Though many are not very interesting in themselves, they do a good job of name reinforcement. Long names–like complex objects–usually don’t lend themselves to good design. Short ones though, can be used to create an interesting and unique logo–either by modifying certain letters, creating a unique typestyle, using a modified signature, or incorporating the name into some type of object or shape. Initials If you have a multi-word company name and don’t mind hassling with the trademark problems, using initials as the basis for your logo design will probably save money (in design charges) and may yield some very good results. Just remember that people may have a hard time finding you in the phone book if you become known by your initials. Symbol associated with your company name Using a symbol associated with your company name reinforces the name in your prospect’s mind and memory. If you go with this type of symbol consider having an illustrator create a somewhat abstract symbol–it will be more recognizable, contemporary, and you’re less likely to see it used by someone else. Allusion If you want to get more creative, consider a logo that refers to your business in a more subtle way. These logos can be quite interesting, unique, and attractive while preserving a meaningful connection to your business. Plan on spending a bit more for this type of logo because it can take quite a while to encapsulate your ideas in such a small space. Abstraction This most subtle of logos is the type that should evoke a feeling of what your business is about. These are quite common today, but I’m not sure that many of them really say much of anything. They are the most subjective type of design, and force the onlooker to wonder about the meaning–perhaps a good thing, perhaps not. View logos we've designed!

Also see:

Killer Web Development

The Logo Mystique

Think small/WIN BIG... why and how to market to small businesses

Customer Loyalty... Satisfaction has its Rewards

Headlines... Your Very Important First Impression

Photos and Color

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copywriting    graphic design    website development    logo design    website marketing    small business    results-oriented    marketing