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Take Time to Design Your Logo
By Mary Dahm

(Reprinted with permission from the June 3-16, 2002 issue of the Mid-Missouri Business Journal)

Every business could use a logo, whether it’s used only on items such as business forms and cards, or as part of a greater integrated marketing program.

What Is a Logo?
A logo is a visual tool that represents something, such as a business, place or event. It can be a picture, type treatment or a combination of the two.

Logos can do several things:

Convey something about the business or what the business does
Identify the company in a consistent and impactful way
Help position the company in the marketplace.
A logo or identity program should be one of the first things a company thinks about. Since a logo or trademark usually creates the “first impression” of a business to the marketplace, choosing the wrong image can have negative consequences, not only in terms of sales, but in long-term brand equity.

What Should a Logo Convey?
A logo can convey something about what the business is or does, as well as other intangible qualities the business wants its audience to believe. In general, most people feel comfortable about a business that has a well-developed logo. It shows that the business is serious about its image and gives credibility to its owners. In addition, a logo can show qualities like reliability, elegance or creativity through the choice of mark, color and typeface.

Who Is the Audience for the Logo?
It is imperative that the company owners target the primary audience for their goods or services. The same is true of their logo. Is the audience business- or consumer-oriented? What is the level of sophistication that needs to be employed in the design? Are there other factors to consider?

The Design Process
The design of a logo can be seen as a process. The first step involves the concept of the design. It may be as simple as jotting down a few things on a napkin, or in the case of large companies, numerous meetings with design firms and focus groups. This stage is where the business owners and design team isolate several items that symbolize the company and through a series of refinements, isolate the image they want to convey.

It is, in fact, not just making a logo; it is creating an identity. Positioning the company is explored here to ensure that the identity development is in line with the business goals.

The second stage involves taking the concept and implementing the graphic style. In some cases, a professional design team can be helpful in developing and producing a workable design, or family of designs. Most firms will present several initial ideas and then revise until the final logo is agreed upon. Colors, typefaces and usage will be worked on at this point. Developing corporate standards is important as well. Deciding how the logo will be used, how it will reproduce, what formats it will exist in and other issues should be decided at this point. Consideration also must be paid to how reproducible the logo is. Some logos look great in color, but the color does not translate when it is reproduced in black and white. Others look fine in large format, but type disappears or pictures disintegrate when used at a small scale.

The third stage involves producing the final logo and implementing its use in all company materials. When businesses develop a logo for use in a variety of ways, such as brochures, ads and Web sites, for example, the use of color, type and other elements in the design should be closely examined for consistency.

Mistakes Companies Make
There are numerous mistakes many small and mid-size companies make in their logo and branding process. Many companies feel that they have to have a picture in their logo. Strong type treatments with the company’s name and tagline can often convey a clearer message than a poorly rendered or reproduced mark.

A logo should be adaptable to various media, especially when a company actively advertises in both print and on the Web or television.

Some companies feel pressured to use colors that are a personal preference or ones that a printer or newspaper recommends instead of basing their decision on the image they wish to convey.

Likewise, some companies choose a typeface by scrolling through the list on their computer without considering how it will impact their identity, or without looking for something more unique.

It is also important that a logo be consistent in its use. Too often, companies will have a logo they use on their internal forms, another that a print shop set for their business cards and yet another treatment that the phone company typeset for their listing and display ads.

This may not seem important to the company owners, but unintentionally it sends a message that the company may not be well established or well run.

Logo design is much more than just putting a picture or type together. Understanding the basic process will aid you in your efforts to have an impact and an integrated look for your business, no matter how large or small.