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By
Rhonda Abrams
Originally published August 12, 2005
Here’s a quiz. Name the companies associated
with the following:
* golden arches
* a “swoosh”
* a big red bullseye?
You know those are the logos of McDonald’s, Nike and
Target because a strong logo is a powerful way to help
customers remember a company.
I’m a big believer in logos, even for small
businesses. A graphic image not only gives you a more
polished appearance, it actually helps customers recall
your company’s name. When they see a graphic
representation – your logo – as well as hear or see a
verbal representation – your name – they use more parts
of their brain to process information. By combining
words and images, you make a greater impact. Until
recently, it was expensive for a small business to get a
unique, well-designed logo.
When I started in business, I couldn’t afford
a professional logo, so I created one myself. It was
better than nothing – barely. Later, I hired a graphic
designer. I got a fantastic logo and a huge bill. Today,
there are some very affordable alternatives for
entrepreneurs to get a logo for their companies.
You can put that logo on business cards,
brochures, etc. However, you have a limited selection of
logos, and the logo is not unique to your company. For
just a little more money, a new Internet-based company,
Logoworks (www.logoworks.com), based in Linden, Utah,
offers a way for small companies to get a
professionally-designed custom logo for as little as
$299.
Logoworks has designed an intelligent process
you might want to use even if you hire your own graphic
designer:
1. Develop a creative brief: You submit an
online description of your company, what you want your
logo to convey, what you like about other logos, etc.
Logoworks sends that out to their stable of experienced
graphic designers.
2. Get options: You’re electronically sent a
number of initial draft logos from different designers.
The number depends on the level of service you purchase.
3. Get feedback: You can share these options
with others (partners, employees, investors) to get
their input.
4. Refine: Once you choose an initial design,
you are allowed a number of times to refine the logo to
suit your needs. For instance, if you liked the general
look of a logo but prefer that one element be bigger, or
a different color or with another typeface, the
Logoworks’ designer makes those changes.
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