As a small business owner, you’ve got a lot on your plate; keeping up with bills, hiring qualified employees, ensuring profitability, all the while you’re trying to maintain a decent reputation and attract new business prospects. I want you to ask yourself this question, “How do I want my company to be perceived?” Do you want people to look at you as a polished company with professional employees, or maybe you want your funky character to shine through letting prospects feel as though you are cool, laid back and easy to talk to? Either way, your branding is of vital importance in portraying your business character, yet this is something that many small business owners don’t put enough time and energy into. Read the rest of this entry »

Your company logo is one of the most important aspects of your marketing collateral. It’s your identity; it helps people “put a name with a face”. A lot of small businesses take the subject of logos very lightly-they might even use a generic piece of clipart to get by. But this is not going to cut it if you want to be successful in marketing your business. In this article, we’re going to quickly go over the importance of digitizing your logo and what that means.

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Not everyone can design a logo! Branding a company is one of the most important, and to some, one of the hardest things you can do. There are so many things that need to be taken into consideration, and so many different angles that come into play, that choosing a professional who specializes in branding should be your only option. Anyone can design a logo, but not everyone can design the right logo for your company. Here are some important points to consider when choosing your new branding, new designer…and why!

Look at the strength of their logo design portfolio. Remember when doing this, that you may not like all of the logos shown, but look at the companies they represent and how they apply individually to each company. Make sure the logos in their portfolio are relevant. They may show hundreds of logos, but are they actually any good? Is having a big portfolio better than having a good portfolio?

Does your logo designer have an established design process? What do you know about their policies and procedures? Can they accommodate a quick turn around and have a support staff that ensures you gain immediate response to your questions? Logo designs take time. Usually between 3 – 5 days of design time to ensure a series of potential designs that best represent your company and usually some revisions are required. Prior to the design process do they have a design brief which asks specific questions pertaining to your new logo, the design and use?

Does your prospective logo design company have unique logos in their portfolio or do they all follow the same design style? Your logo should be tailor made for your company and should not reflect a designers personal style.

Is there such a thing as logo design trends and do they change? This topic has been debated over and over on some of the most popular logo design sites, and there seems to be 2 rules of thought. 1.) Yes there are. Companies change, branding changes and consumers relate to new things that are constantly changing. 2.) A good logo, a truly good logo that indentifies the company, is designed to withstand time. Does that mean you will never need to do a redesign of your logo? NO, it doesn’t, but wouldn’t you rather redesign in 40 years and not in 4. Personally, I believe a good logo will stand the test of time. Now this does not imply that there isn’t a progression through time with design techniques, a great designer will be up to date in the newest techniques to use, but do not confuse technique with a good logo design.

Make sure you determine “how” you will use your logo. Will it be for web only, on company trucks, on company uniforms? All of this will determine how to design your logo. Will it need to be all in one color, or do you want both color options and one color options? A logo designed in color may lose its effect if made into an all white logo that is embroidered on shirts. Make sure your logo looks good both big and small. Depending on where you use it, it will need to remain eye catching and effective no matter the size. Lastly make sure it will look good on everything you may possibly use it for… do not forget what it looks like on forms and faxed documents.

Remember a graphic design company that has the ability to work with you on other projects may be an asset in designing your logo. If your logo design firm also specializes in web design, web site building and promotional product sales, they may be better equipped to handle a logo that will be used in all of those areas.

Kimberly Veautour