Why A Professional Logo Design is Valuable to a Small Business Imagine doing business without your most important tool: a computer, your knowledge, your personal assistant, or the telephone. You sit, unable to work. Without that tool, your company's future success would be in danger. And the same is true of any company functioning without a professional logo design.
Logos as Identification
The importance of logos may be traced back to the industrial revolution. Images on crates and boxes helped differentiate between mass-produced goods. That's why you can tell Morton® Salt, for example, from other salt packages at a glance. And if you're going to advertise, don't bother—not until you have a professionally designed logo that will be instantly recognizable. You could do more harm than good.
Logos for Professionalism
Would you want to do business with unprofessional company? Neither would your clients. A custom logo can give a five-person service firm an air of professionalism that is equal to that of a thousand-person company—and when you are competing in a global market, a professional image is essential.
Logos for Brand Identity
With a professional, custom logo, you can build a brand and go beyond simple advertising. You can use viral marketing with related products that promote your brand as a lifestyle.
Many companies think of themselves as brand-marketing companies. Starbucks® and Tommy Hilfiger® are two examples. In Tommy Hilfiger's case, all product manufacturing is hired out. What makes Hilfiger clothing instantly identifiable is the trademark red and white logo prominently displayed by Hilfiger customers. AT Starbucks®, coffee, music, clothing, and more other products build the Starbucks® brand.
It's Your Logo
You would not conduct business without your most important tool, nor should you conduct business without a professional logo that identifies your company. We live in what has been termed a "branded world": consumers purchase products based on brand reputation, and even promote brands by wearing logos on their clothing. Is your logo worthy of being worn on a customer's chest? If not, it may be time for professional logo design.
Designated trademarks and brands are the property of their respective owners. The brands listed in this article do not sponsor, affiliate, or endorse the products or services described herein. Morton Salt is a registered trademark of Morton International, Inc. Tommy Hilfiger is a registered trademark of Tommy Hilfiger Licensing, Inc. Starbucks is a registered trademark of Starbucks U. S. Brands. LLC.
What Does Your Logo Say About You
In the marketing world, a lot of attention is given to the concept of “image”, both on an individual product level and for a corporation as a whole. Researchers know the perception of a product or service can be vastly different from actuality. Business owners are faced with the difficult task of communicating to their consumers exactly what benefits they will derive from using their product or service vs. the competition’s offering.
One way businesses do this is through their logo, or their corporate identity. Part of a logo’s impact comes from repetition, the very act of seeing a familiar symbol on a continual basis. Every company, every branded product or service needs a logo for this purpose.
Because logos are everywhere, it is essential for a logo to have meaning; to present to the subconscious mind of the consumer a message about the corporation and/or the product it represents.
Of all the factors that comprise corporate image , the most significant one is that of integrity. Integrity, in itself, has components: honesty, loyalty, determination, strength, completeness, dependability.
Another element that is important for a corporate or product image is value; the consumer must perceive that they will be receiving something of worth for their money.
Leadership is another factor; it connotes a knowledge of the marketplace and the ability to conduct business in such a manner that others in the field acknowledge this company’s worth.
Innovation is another important component of image. Businesses want to be seen as creative, knowledgeable and able to meet consumer needs with the newest and best products and services.
To build such an image through logo design requires the use of all of the tools a graphic artist has in his armory: fonts, color, placement, size, pictures and design motifs. Logo designers know that some images require a sense of movement in the logo design; some need the strength of heavy block lettering; logos for products for infants, for example, would be best served with soft pastels and lines that are rhythmic and flowing rather than having sharp angles.
Any entrepreneur seeking a logo for his company or product should first choose the elements he or she wants to present as a communicator of the corporate image.
Knowing the relative weight of each factor, a logo designer can then create a logo that catches the public eye and imagination, sends a subliminal message about your company’s image and indelibly imprints the logo in the consumer’s memory.
There are four options for actually getting the design work done. From a freelancer, an ad agency, from an online logo design specialist like LogoWorks, or by doing it yourself. All have benefits and drawbacks, but for most small businesses hiring a freelancer or using an on-line company are the most effective and affordable methods.
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