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It's your logo. Take care of it

BY BRIAN NEFF

 It's not uncommon to have a logo. There are good ones out there and there are bad ones too. But what's really uncommon is someone getting the maximum value out of that small piece of art. Here's some advice about your logo:

Keep it Consistent.
Take care of it. Guard it. Protect it. While that advice may sound funny, most people, if offered the chance, will alter your logo. Don't believe me? Just look around and see how many great logos get misused. Speaking of logo abuse, the biggest problem a recent client had was this - everyone in the office wanted to adjust the logo. In fact, they just couldn't leave it alone. Whether it was stretching it or changing colors, everyone wanted to add their personal flair. It didn't take long before a nice, clean logo looked like a collage you once made in elementary school. All along the way, the consistent look that the logo should have had, kept changing to match each individual's tastes. This could confuse your clients and convey instability.

Use Professional Designers
While it's admirable to let your uncle's wife's cousin take a crack at building your website, it might not be very wise - especially if it's not what they do professionally day-in and day-out. You don't let just anyone contact your best clients. Nor do you let just anyone run your payroll. You get the idea here. If it's valuable to your business, you'd better turn it over to someone with experience. The good news is that there are now many online, cost-effective ways to have a professional work on your design projects. You get high- quality without having to pay the traditional ad agency prices.

Let your logo work for you.
Put it out there for the world to see. A great logo will not do you a lot of good unless people are seeing it and remembering it. Once you've got your logo in the right places for your customer to see, your logo keeps working around the clock. Come to think of it, it's the only employee you've got that doesn't take a break. It never asks for a raise and you never have to worry about it calling in sick on the first good day of spring. It's all work and no play for the best employee you've got.

Your logo can be one of your greatest assets when used, and used consistently.

Brian Neff worked with a variety of advertising agencies including Bozell and Poppe Tyson before coming to Logoworks. Some of his past clients include: Palm, Hewlett-Packard, Sony PlayStation and Washington Mutual. If you have any questions about design, feel free to contact our design team directly at designservices@logoworks.com

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