Duct Tape Marketing
August 16 , 2005
What's A Well Designed Logo Look Like
A distinctive, professionally designed logo is a must for your business.
by John Jantsch
Here's the deal. A well executed image element, such as a logo, can do a lot to help your business image. Of course, the opposite is true of a logo that your cousin Louie, who just got a copy of Photoshop, created. Having said that, I want you to think somewhere in the middle.
I know this type of thinking can get some of my graphic design readers up in arms, but I find that many small business owners either aim way too high or way too low when it comes to a logo for their firm.
You don't need to spend $5000 with a design consultancy to get a great logo, but you shouldn't let the trainee at the print shop whip out the clip art book either.
Before I get to my recommendation let’s look at what a logo can and should do for your business.
The Task of Your Image Elements
The image elements of your brand perform very specific functions. Like many things related to your business, you must understand their purpose before you can determine which is right for your business.
Because your logo or an advertisement for your firm may be the first thing that a potential clients comes into contact with they must perform this task:
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- Clearly identify your company
- Appeal to your target market
- Differentiate your firm
When defining image elements for your firm you must ask if every element meets these criteria.
Your Logo
The company logo is the cornerstone of your firm's branding elements. For many firms the logo is the visual reminder of everything that the firm stands for. While a great logo won't necessarily build your firm it plays a vital role in representing it. Conversely, a weak or confusing logo can detract from the value that your firm brings.
Elements of a Good Logo
- It has a lasting value - trendy logos don't hold up over time
- It is distinct - some amount of uniqueness, as long as it doesn't confuse, is valuable
- Appeals to your target market - if your target market is partial to blue then it doesn't matter that you're not
- Supports your core marketing message - If you are trying to communicate your low - low prices then your logo should support that image
- Legible - This seems pretty obvious but many people use typefaces and images that can't be printed or carried to a large sign. Your logo should clearly identify your company and it can't do that if people don't understand it.
So, suffice it to say, if you are going to work with a designer on your logo, you must understand what image you are trying to present by your logo and to whom. For the past few years I have been working with an online design firm known as LogoWorks. LogoWorks has, in my opinion, perfected the art of creating distinctive logos at a very affordable price. For about $300 you can receive a professionally designed logo, with variations to choose from. They also design stationary and other basic business documents. The LogoWorks process involves your input, so make sure that you follow my advice from above when you instruct their designers on creating your logo. Here’s my advice. Spend the money to get a professionally designed logo, but look into services such as LogoWorks when you do.
<< Logoworks in the news
See the LogoWorks article at www.startupjournal.com
See the LogoWorks article at ries.typepad.com
See the LogoWorks article at www.statesman.com
See the LogoWorks article at www.benchmark.com
See the LogoWorks article at www.usatoday.com
See the LogoWorks article at www.constantcontact.com
