Estimated reading time: 4 minutes
Americans are inundated with more than 5,000 advertising messages every day. In addition, television commercials, online ads, store signage, email marketing, and outdoor billboards, to name just a few, are making it harder than ever for shoppers to cut through the advertising clutter. A logo is, without a doubt, an essential branding element in all of these marketing efforts. That is why a good logo design is so important.
A brand logo is often the first impression that customers, suppliers, and trade show attendees, among others, have of your small business. Therefore, it needs to look professional and communicate what your small business is about online and offline. So, how can you create a new logo or redesign an existing logo that contains all of the tried and true branding elements? This Balboa Capital blog post answers that question; it features four small business logo design tips.
1. Check out the competition.
It is easy to develop a logo idea similar to what is already there. However, this approach will not set you apart from the competition. On the contrary, it might confuse the target audience you and your competitors are both going after. So, write down a brief description of your competitors’ logos, and explain what makes them different. You can find your competitors’ logos easily by looking them up online.
After completing this exercise, think of logo styles, colors, and fonts that communicate your brand personality and create an emotional connection. If you hire a graphic designer, you can skip this step, as they will develop ideas for you. Remember, no one style is suitable for every small business, only best for your brand.
2. Hire a graphic designer.
You probably put a lot of time and effort into naming your small business. So, do not cut corners when it comes time to get a business logo developed. Instead, hire a graphic designer to get the job done right. Graphic designers are uniquely trained in all facets of design and typography, and they create logos based on a business’s marketing strategy and branding. In addition, many freelance graphic designers have websites that showcase their work.
When you find a few designers who might be a good fit, contact them to ask about their design process, fees, and terms and conditions. Once you approve your logo, ask your graphic designer to save it in various sizes and formats. This will save you time adding your logo to your website, social media profiles, stationery (letterhead, envelopes, and business cards), store signage, and promotional products.
3. Have realistic expectations.
Do not expect the perfect logo to appear on the first draft. Creating a business logo is a very involved process, no matter how simple the design is. Keep this in mind when you receive the initial concepts. When reviewing them, resist the temptation to think you are a visual design expert.
Instead, appreciate the creative process and remember that your graphic designer is presenting you with logo ideas relevant to your brand and delivering on the expectations in your creative brief. Provide positive feedback and recommendations to your graphic designer promptly. However, try not to overwhelm them with too much input or excessive design changes.
4. Trademark your business logo design.
Hiring an intellectual property (IP) attorney to register your logo design with the U.S. Patent and Trademark Office will provide you with peace of mind. A trademarked logo protects your business name and logo mark and gives you the exclusive right to use it in a specific geographic area. In addition, you could be entitled to monetary damages if another business uses your trademarked logo.
Lastly, having a trademarked logo eliminates the chances of infringing another business’s logo, which can be costly. In addition to expensive legal fees, you might have to pay fines, punitive damages, or even change your business’s name. In summary, trademarking your logo is a small investment that is definitely worth making.
The opinions voiced in this material are for general information only and are not intended to provide specific advice or recommendations for any individual.