Published On:Thursday, November 18, 2010

By DEIDRE M. BASTIAN

HOW important is a logo? Much has been said about a company's need for a distinct identity to survive in an overcrowded market place. Logos, which are a pictorial recognition of a company's name, values or services, were created in 1967 for educational use. They subsequently evolved into a fundamental or root of the brand.

David Aaker, in his book Building Strong Brands, emphasises that "familiarity of a Brand elicits clients to indulge". Nonetheless, one of the most important decisions a business owner can make is choosing the logo design. So ask yourself: How would a logo benefit my company? In other words, would a logo amplify or enhance my overall purpose? Does it really make sense to have a logo? I am convinced that one of these questions has popped into your head. You might feel that a logo might not make sense if you ran a small accounting company from your home, but what's the best way to decide?

Let's start by stating that, when you are in an industry with similar products or services, a "unique factor" is what every business should strive for, since this is what really sets you apart. For example, travel agencies often use globes in their logos, so aim to use something else. Customers need to know you are unique, and your logo should say just that. How do you feel showing up at a business meeting, and your competitor has on the exact sane suit or dress as you? Not a good feeling, I imagine. Without a logo, it will be difficult for anyone to identify your company among the multitude of computer, t-shirt, shoe, beauty and food companies on the market.

An old adage states: "A picture is worth a thousand words". If you know how the human mind works, memory can be triggered by the slightest hint of seeing the same logo again and again. Experts suggest that people tend to remember images more than text.

Imagine if McDonald's did not have the 'golden arches', or Nike's ubiquitous 'swoosh' never existed? Would their brands be as strong today if that image wasn't imprinted on the minds of most consumers? Maybe not.

A logo design can occasionally represent the history and popular culture of that time. At some point, you may have seen logos that are more than a century old, which represents history and contributions to the economy.

Whether your logo is seen on television, in the pages of a magazine or a newspaper, you want your logo to scream: "Look at me, we gat what you need!" You want an audacious logo that explodes and captivates your customers, so try not to make it too complex, because it will not lend itself to multiple uses and can potentially fail to deliver your message clearly.

Logos need to function smartly in many different mediums, from the Internet to print advertising scenarios, envelopes to memo pads. To encourage repeat business as well as referrals, don't forget to put your logo on all your online materials.

Bear in mind that all logos can be shrunk to fit certain items, such as a business card, or blown up larger like a billboard, if it is converted and formatted properly. A tag can also be included in your company's logo, which is simply a small list of services or products your company provides.

Getting started

Before you begin sketching, first articulate the message you want your logo to convey. Try writing a one-sentence image and mission statement to help focus your efforts. Stay true to this statement while creating, and don't proclaim services that are not offered.

Most importantly, determine before designing who you are; your business's mission, vision and purpose; what you do; products and services that you deliver; who you can best help; and your target audience. Remember, your logo has to connect with your clients, so ensure you are designing for them and not for yourself. Here are some extra tactics and considerations that may aid you when creating an appropriate company logo.

Make it clean and functional

Your logo should work just as nicely on a business card as on the side of a truck. It should be scalable, easy to reproduce, memorable and distinctive. Icons usually work better than photographs, which may be indecipherable if enlarged or reduced significantly. Be sure to create a logo that can be reproduced in black and white, so that it can be faxed, photocopied or used in a black-and-white ad as effectively as in colour.

Your business name will affect your logo design

For example, for a company called 'Lightning Bolt Printing', the logo might feature some creative implementation of....... you guessed it, a lightning bolt, or even could be manipulated to suggest speed and assurance. Be relevant and creative.

Don't use clip art

However tempting it may be, clip art can be copied too easily. Not only will original art make a more impressive statement about your company, but it will set your business apart from others.

Avoid trendy looks

One option is to make gradual logo changes and choose one that will stay current for 10 to 20 years, or longer. Quaker Oats modified the Quaker man on its package over a 10-year period to avoid undermining customer confidence. That's the mark of a good design, don't you think?

Watch Your Colours

Be careful as you explore color options. Your five-colour logo may be gorgeous, but when producing it on stationery the price won't be so attractive. Nor will it work in mediums that only allow one or two colours. Try not to exceed three colours unless you decide it's absolutely necessary.

Hire a Designer

A professional design firm may charge anywhere from $4,000 to $15,000 for a logo design. Shop around, as there are a lot of [freelance] designers with rates ranging from $15 to $150 per hour, based on their experience. Don't hire someone just because of a bargain price or because it's your mother-in-law's uncle. Remember that a good logo should last at least 10 years, so if you look at the amortisation of that cost over a 10-year period, it won't seem so bad.

Graphic designers should recognise whether or not a logo design will transfer easily into print or on to a sign. So ensure your beautiful design can be transferred and will not cost too much to be printed. Your logo is the foundation of all your promotional materials, so this is one area where spending a little more now can really pay off later.

Ensure that you receive your logo graphic from your designer in its original created format, especially now that it belongs to you. Pay attention to this. This will enable you to send your files to other agencies if needed, such as other designers, printers or another service, in the future.

Protecting Your Logo

Once you've produced a logo, ensure it is trademarked to protect it from use by other companies.

Creating a logo sounds easy, doesn't it? Well, it can be. Just remember to keep your customers and the nature of your business in mind when you design and put it all together. In time, you will have succeeded in building equity in your trademark, which will become a positive and recognisable symbol of your product or service.

Remember that a logo can be considered an investment that will be one affair reaping revenue from a lifelong love. So get cracking and reap a lifelong love for your business. Until we meet again, play a little, have fun and stay on top of your game.

NB: The author encourages feedback at: deedee2111@hotmail.com

READERS FEEDBACK

From: Anthony Longley

Hi Dee:

I've been reading your articles from time to time and just wanted to say how proud I am of you. You are a great writer with a truly 'reader friendly' style.

I enjoyed this week's piece on Newsletters. I found it very informative. There is just one thing I would have liked to see you mention. Under Photos/Illustrations or Captions, you could have spoken to the importance of giving credit to the author of any quotes, and the artist or photographer where illustrations/photographs are concerned. This is just my observation as a photographer who regularly contributes to newspapers and newsletters.

By the way...I love the glamour photo. You're still looking like the beautiful PWHS alumni graduate. Keep it up!

Best Regards

Tony

From: Deidre M.Bastian

Hi Tony. It's a joy hearing from a very ambitious an astute class mate. It is also a pleasure that you have expressed interest in The Tribune's Business section, particularly the column of 'The Art of Graphix'. Thanks for the helpful tip, duly noted. Keep on reading!

Deidre M. Bastian

The Art of Graphix