The "LOGISTICS" of logos
Small businesses looking to create a new logo, or alter an
existing one, should keep one thing first and foremost in mind: A good logo
makes not just a first impression, but a lasting one as well. Think Nike's
swoosh. McDonald's golden arches. Apple's apple.
Susanne Manheimer, a graphics design instructor at The Art
Institute of Los Angeles who specializes in small-business identities, says the
right logo can help build a brand and give small companies a more polished,
professional look. Manheimer and a few other marketing specialists offer these
tips for companies in search of an identity and a new or different logo:
Check out the competition. Compare the images they've chosen.
Are they bold or conservative? What image do you think might distance you from
the pack? You want a logo to be unique, but not too off-the-wall.
A logo should reflect the nature of your business and provide people with some
clues as to the services you provide or the products you sell. If you sell
high-end furniture, for example, you might want to use a more classic typeface.
If you want to reflect speed of service, you can be more fluid in your image,
like say the FTD florist logo.
Remember a simple design works best for all mediums. It should be easy to see no
matter the size, easy to recognize, and easy to download.
Colors aren't as crucial as you might think, but think twice before selecting
bold ones. They typically don't reproduce well, and can increase printing costs.
If the logo doesn't look good in black and white, it won't look good no matter
what color scheme you choose. Keep in mind that a logo will not only be used on
a Web site, but it also will be placed on business cards, fax paper and
envelopes. Pick a clean typeface and steer clear of thin type as well as type
with serifs, or little feet. They won't reproduce well, and if the type needs to
be reduced, it can make for a difficult read.
Think of the future and avoid being too trendy. A good logo will last your
company 15 years and give customers a chance to burn the image into their
brains.
Even with these tips, it's important for a company to get outside help unless it
has in-house designers who have some experience with logos as well as the time
to devote to the project.
Having a logo designed or modified can set a small business
back anywhere from $500 to $50,000, depending on how elaborate you want to make
the process.
In addition to the design costs, companies also must remember
they will need to start fresh and transfer the new logo to everything, from
shipping labels to envelopes. All of that can add to the final bill, a sudden
changeover is preferable to a gradual transition.
Sonya Snyder, president of Quill Communications in Orlando,
Fla. says it's important to select a designer whose "eye," talents and past
projects are in line with your business, your personality, your market and your
budget.
Finally, once a business has settled on a logo, it's
important to trademark it and protect it from use by other companies.
Author: Gina Binole
Website Acquired: www.Onvia.com
Date Written: 2004-01-07
Back
to Articles |
|
