BUSINESS BUYER TIP
Tips from the Professionals for Creating Your First Logo
— Without Spending a Fortune
By Anita Campbell of Small Business Trends
Your logo, along with your company name, combine to create an image that effectively represents your company. Your logo needs to cut through the clutter of competition and be memorable in your target prospect's eyes. Like selecting your company name, creating a logo that represents your brand while at the same time being affordable, is a challenging prospect, however, not impossible. "A company logo is a symbol that will become known for the value a business owner attaches to it; great service, engaging marketing, and a remarkable product, not the other way around," says Rob Marsh, Vice President, Operations & Design Fulfillment, Logoworks. "The key is to keep the logo simple."
Here are five key elements to keep in mind when creating your corporate logo.
1. Color-. In David Airey's article "What Makes a Great Logo?" he suggests that it must be: describable, memorable, effective without color, and scalable (effective when just an inch in size). Select a color that represents your brand. You may also consider using shades of a color. You’ll be able to print a marketing flyer using your logo and corporate color in a variety of intensities to give the impression of multiple colors. Keep in mind, however, that some colors create a shade that may not be reflective of your brand image. Red, for example, becomes pink when using a lighter version.
2. Font - Whether your company name is included in the graphic image of your logo or is situated beside or underneath the artwork, the font you select will be part of your trademark. When considering the font, remember to select one that is:readable in any size, reflective of your brand (formal, casual, sporty, trendy), and complements the design. “Resist the urge to add unnecessary words like Inc. LLC, Corp. in your logo,” advises Marsh. “Keep the design clear of unnecessary words and images. Simple is best.”
3. Style - If your logo will represent a more formal business such as a law office or accounting firm, select a design that is reflective of your profession. “When creating a corporate logo my number one recommendation is to keep it simple,” says Marsh. “Many business owners try to make their logos represent everything the business does — an impossibility for just about any company. What does a swoosh have to do with athletics? Yet Nike has used an ordinary symbol effectively for their brand image.” Consider a horizontal versus a vertical design. A vertical design may look trendy on a vertical business card but keep in mind that rolodex files are set up for the more traditional horizontal design. “In general, your logo should be balanced–not too tall, not too long — so that it works well in most, if not all, possible applications–brochures, billboards, business cards, apparel, signage, presentations, and so on,” says Marsh.
4. Graphic Image - Keep in mind how the image will be viewed from a distance. Consider printing out the design, taping it to your wall and then standing back a few feet. Will passers by know what the design is when driving by your store or place of business?
5. Printing Your Logo - When you think of printing your logo, you may first envision its use on a business card or stationary. However, your logo will need to be incorporated into all aspects of your business: building signage, giveaway items, printed marketing materials, operational/Internal materials, and internet usage. Some things to keep in mind when printing your logo: 1. Colors appear different on the computer screen compared to paper printing. 2. Avoid logos that bleed off the edge of the paper. 3. Although you may like the look, there is usually additional cost involved in printing. 4. When printing in house, be aware that using recycled toner cartridges may results in color degradation.
When it comes to printing your new logo, I asked the folks at HP for a recommendation of a good affordable printer enabling small businesses to print marketing materials in-house. They suggested the HP’s Officejet Pro L7000 Series, designed to meet the needs of a small business owner offering: affordability; efficiency; quality; productivity; and time saving. “At the end of the day, a successful logo is one that is simple, easy to read and memorable,” says Marsh. “Keep it simple and you’ll be successful.”
This article is adapted from one that originally appeared at the author’s website, Small Business Trends. Anita Campbell is a writer, speaker and radio show host who closely follows small business issues.
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