by Kathryn Brown
When you want to make sure that your small business gets the attention it deserves, you need to make sure that you are considering every aspect of your logo. Think about the good logos you know, the ones that immediately call the business to mind. While some logos are famous based on their simplicity (think the arches of McDonald’s) most others are slightly more complex.
When you are putting together your logo, there are some things to keep in mind:
Recognition.
First, remember that if you are a small business, you cannot rely on the fact that people will recognize your logo and place your name with it. Because of that, it is often important to place your name on the logo itself. For some companies, their company name in a special font is the logo all on its own. While this is a simple choice, it is one that leaves no room for doubt when people see it. There are worst things to deal with than simplicity, after all.
Contrast.
When you are designing a logo, remember to think in terms of high contrast. The last thing that you want is a logo that melts together into an unrecognizable mash of colors. For example, avoid putting a dull maroon with black. These colors do not give you enough contrast to catch the eye. Two colors that have very high contrast with one another are bright yellow and black. When paired together, the borders are distinct and sharp. Experiment with colors until you find a combination that matches.
Effect.
Think about the feeling that a logo should convey. Is your business all about fun and entertainment? You may want a cartoonish logo. If your business is all about cutting edge technology, you definitely want something that is more modern and sleek. If your business speaks to nostalgia lovers, consider using an old-fashioned cursive font. Remember that your logo needs to be designed specifically for your company. There is no such thing as a generic logo, so think about how the right choice can move you forward towards your goals.
Professional Help.
Logos are an important aspect of your marketing campaign, and it is always a good idea to seek the help of a professional. A graphic designer costs money, but it is important to remember that this is a one time expense. A graphic designer can help you create a logo that is going to represent your company in the way that you want it to be seen.
Placement.
Remember that a logo needs to do more than sit on your letterheads or your website. A good logo can also be easily printed on T-shirts, umbrellas and other types of equipment. T-shirts are especially popular as you can give people the opportunity to wear your advertising on their bodies! Choose a design that shrinks and enlarges well, without losing any important details. The logo you choose should speak to your audience. Remember that while a younger crowd might not mind a bit of irreverence, it will be a harder sell for people who are more conservative.
Take some time to look into your logo. This is one of the most important marketing decisions you will ever make, so choose wisely!
[Photo credit: Business card design by VFS Digital Design/flickr]
Guest author Kathryn Brown is a stay-at-home mom who volunteers for her son’s little league team and used kids t shirt printing for little brother to show team spirit. She designs logos for several different situations, from travel-group t-shirts to start-up business designs.
