A logo's true value - Part Deux

March 30, 2010 | Posted by Carolyn Pikoulas
Last month, we discussed what a good logo really means to your business. A logo should give your business distinction and a sense of credibility. But the next question to ask is, "How much should I spend on a logo design?"

Can a logo really make or break a company? Of course not. If you're the type of business that can survive solely on word-of-mouth referrals, a logo will not magically bring more business. However, if your business has competitors and needs to stand out in the crowd, a logo is the first step towards promotion and credibility.

How much you should spend on a logo design depends on what you feel a logo means to your business. If you view it as just an icon or ambiguous shape that's slapped together with your company name, then shopping for a logo based on price will suit you better. But if you feel that a logo should speak for your business, be easily recognizable and be considered an important part of your company's overall brand, then having a professional, custom-designed logo is the way to go.

There certainly are a number of options for the bargain shopper, especially online. But you cannot compare a cheap, online logo company to custom designers who take time to understand your business and your competitors to implement the right brand identity. It's like comparing apples to oranges. Cheap, online logo companies market their services based on price, not quality. They convince business owners that a logo is an expense, rather than an investment.

If you already have a logo but it looks old and outdated, should you have your logo tweaked or completely redone? If your customers automatically recognize your logo, then a tweak may be sufficient. Think of the old, flat AT&T logo with today's 3-D version. If your company is having an identity crisis, then a complete redo must be considered.

When designing a logo, it's important to keep in mind:

Size, Design and Color.
Your new logo needs to reproduce at a variety of different sizes whether placed on a sign, billboard, website, business card, fax sheet, or embroidered on a shirt. Overly complex logos do not reproduce well as a very small image. And if the logo can't reproduce well with only one or two colors, it will be hard to print it on things such as pens, shirts, or other promotional items.

Your customers.
Of course you want to like your logo, but you should realize that it needs to appeal to your customers first. You may be a very conservative person, but if you're trying to market to 13-year-olds, then your tastes are probably different than your audience.

Impact.
You only have a few seconds to grab your viewers' attention. If your logo needs to be deciphered in order to understand what your company does, there's probably little chance that it will communicate the essence of your company, service or product effectively. A logo should be able to stand alone, without the use of a tagline.

Uniqueness.
While it can be helpful to look at logos that your competitors are using, this should never be used as a guide to creating your logo. The idea is to be different than your competitors and stand out from among them.

It's just the beginning.
Your logo cannot single-handedly develop your company's ‘brand'. It's through repetitive use of your logo, along with other graphical elements that will create a ‘brand' or corporate image. Your logo is the keystone of these efforts, so it's important to get it right. Use your new logo everywhere in your office - on your invoices, letterhead, notepads, thank-you cards, envelopes, Power Point presentations, etc. The more you use your logo, the more chances people will remember it.