The Costco Connection
A logo is worth a thousand words
LEAVE IT TO the psychologists to tell us why, but its clear that those little symbols on everything from cars to clothes to running shoes (think swoosh) are effective in visually representing companies.
So does your small business need a logo? Its definitely worth considering, advises Jeff Kearl of Logoworks.com, a Costco member company in Lindon, Utah. Visual cues are like tunes they make an impression, and we remember them.
If this is a tune youre going to sing, you better do it right, Kearl says. Heres how:
Make it professional. Your logo is often the first impression you make, and the importance of first impressions cannot be understated. A professionally designed logo helps customers trust you and understand what you do.
Reflect your companys attributes. If your company is conservative, you should be using traditional fonts and colors such as maroon and navy. If its progressive, the logo should communicate boldness and action. Your logos typeface, design and colors should represent your companys personality.
Hit the target. When your customers look at your logo, does it reach out to them and draw them in? Consider the market that you cater to (homemakers, bodybuilders, preschoolers, or anyone else), and ask yourself if your logo appeals to that group.
Use it. Smart businesspeople realize that a powerful corporate image attracts new customers and distinguishes their business from the competition. So, you should use your logo on your stationery, signs, flyers, brochures, vehicles and Web site.
Kearl says small businesses often try to save money by using clip art to create a corporate identity. But with Internet resources, small businesses can get a professional logo at a reasonable price. If you worry that your logo isnt doing all that it can to help your business succeed, it might be time for a logo makeover, he says.
<< Logoworks in the news
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