Logos and More: Designing the "Look" of Your Business

by Terri Lonier

It's one of the most fun -- yet challenging -- tasks of your starting your new business. Once you've named your company, how do you decide on the right "look"? When creating a visual identity for your company, the options for design and color can be overwhelming. And if you don't have a background in design, you can spend a lot of money fast, and end up with a graphic identity that doesn't serve you well in the long run.

Here are some tips to keep in mind, based on my background in the arts and my experience working with some of the top designers in the country.

1. Recognize that your graphic identity is an investment.
The old saw about making a first impression is even more on-point in our era of information overload. Nothing brands a company as "homemade" more quickly than graphics based on clip art or executed by a novice. You need to build trust in your customers, and that begins with giving them confidence that your business is a professional undertaking.

2. Get it right the first time.
From the moment you start using a company name and its related graphics, you begin to build equity in your firm. It's a waste of time, energy, and money to change your entire graphic look after a year or so in business. Rather, take the time to think through what identity you would like to project, and use it as soon as you can out of the starting gate.

3. Start a "swipe" file.
How do you get the inspiration for the graphic "look" for your company? It's generally not out of thin air, although many designers may like you to think that it is. I strongly encourage soloists to begin collecting examples of graphic styles and logos that they like -- even if you can't exactly put into words why they appeal to you. Is there a logo that has clean lines and a modern sensibility that appeals? Or are you more drawn to sepia coloring and an antique look? Tear out examples from magazines, save mailing pieces that come via snail mail, and bookmark sites and images on the Web. These will all come in handy when you do the next step, which is...

4. Turn to the professionals.
Surgeons aren't allowed to operate on family members, and soloists shouldn't design their own logos. There are hundreds of thousands of graphic designers, and many are very talented. But for soloists working on a limited budget and design experience, it can be a bit intimidating. One firm that many soloists have used with great success is LogoWorks where you can get a great-looking logo for as little as $299 within three days. Their tagline is: Great logo + great price = LogoWorks -- and you can check out their process, pricing, and samples by clicking on this blue tagline. They use a team of professional graphic designers and offer a variety of packages from basic logos to complete business identity packages, including Web site design.

Whether you use LogoWorks or another firm, your swipe file will help you communicate your thinking and preferences to the design team. In fact, going through the process of creating a logo often helps you clarify important business elements, such as your target audience and the variety of places and purposes for which your logo will be used.

5. Get a reality check.
Before you sign off on your new graphic identity, be sure to solicit feedback from peers and, if possible, some customers. While it may be satisfying that you find the logo and visual imagery strong and appealing, if it doesn't pull its weight in the marketing arena, it's not a good investment.

6. Use your new graphic identity with consistency.
There's a reason that many large companies devote significant sums of money to creating graphic standards identity programs -- specific guidelines about how a company's logo, graphics, tagline, colors, and trademarks may be used. They recognize that a brand builds over time, and that a company's graphic identity is an integral part of communicating that brand. So you'll never see the Coca-Cola logo in anything but that distinctive bright cherry red. And the bite out of the apple is always on the right side of the Apple Computer logo, and the typeface is always Garamond in their printed materials. Your budget may not be as large, but you can mimic these strategies to maximize your impact by using your graphic identity with consistency.

Copyright 1997-2008 Terri Lonier. All rights reserved.
This article may not be uploaded to another Website. You may hotlink to this page, if you wish.