Make A Powerful Impact With A Logo
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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