If you think that you can purchase a quality logo for $100, then you have two options stop reading here or continue and learn why you really do get what you pay for when it comes to a good logo. A logo is the foundation of a brand. It is not your company, but it is what triggers the thought of your company to consumers, associates, and competitors. There are three main types of logos including stylized text (FedEx, 3M ), a shape or symbol (Apple, Nike), or a combination of text and symbol (AT&T, BMW). The companies listed have based their branding and marketing campaigns around their logo and it works! You immediately associate the logo with the company. This is a very important first step in your business – make the investment.
Why is a logo the foundation of your brand? Your logo establishes the fonts you will use, styles, color scheme, and appearance. It should be unique and easy to identify. Do NOT use a stock image as a logo. It will undermine your brand (especially if someone receives a card from another company using the same image – not the polished and professional image you wish to present to the business community). The design of a good logo begins with a conversation with the client. It’s important to understand what the company does and the image it wants to project to design an effective visual representation of the company. Once this is complete the design process can begin. It usually starts with some sketching, color selection, and a few initial concepts that may work. Then the concepts are narrowed down and proofs are created for the client (usually between two to five) to review.
After the client has reviewed the samples and spoken with the designer then any revisions are made and resubmitted to the client for approval. Once final approval is received then the project is complete. This process is involved and requires more than 1 or 2 hours of work to complete, therefore a good logo design will usually cost a few hundred dollars to create. When deciding on a final logo it is very important to consider the ability to reproduce the image. Will it look professional on a small scale (business card),
large scale (vehicles, billboards, signs), and embroidered or print screened (company shirts, table cloths)? Also pay attention to color schemes. Who is your target market? The general electronics consumer is male so Best Buy incorporated blue in their logo and yellow to attract attention. Verizon selected red to grab attention and black to hold it, while their name is the combination of the Latin word “Veritas” (truth) and English “horizon’ (looking toward the future) to promote the feeling of an honest and forward thinking organization.
Large companies invest a lot of money in market research and brand development, so it is something that you should consider a very important investment as a small business owner. I challenge you to examine your business card and those of others while you network. Look at other companies logos. Are they unique? Will you remember the person or their company when you walk away? If it doesn’t make an impression or stand out in a crowd, how will that business gain market share and succeed? A good logo is the first step in creating a successful brand.
