What’s in a Logo?

Many people don’t think about a logo when forming a company. I have seen everything from clip art to pasted up images to a bad scan used for company logos and then people wonder why they are not taken seriously. In the days of businesses from home, the internet, and social media becoming more and more prevalent the image you show to your clients demonstrates your professionalism and how seriously you take your company.  Another factor that is hidden is that the amount of money spent on your business gives a hint as to how long you plan on being around. Someone who has spent $100 on their logo and business cards won’t be as motivated as the person that spent $2000. So what image are you projecting?

A logo is the first image that represents your company. It is your branding, your calling card, and your invitation for people to work with your business. If you look at an example like Coca Cola that logo stands all by itself, the same with the golden arches of McDonalds. You could have a commercial with nothing but those logos and the company would be represented perfectly, that’s how strong those logos are.  Your goal is to bring your company branding to that level, so where do you start?

Begin with your company name, the products or services that you offer, or the mission statement you want to portray to the public, how do you want them to see you? Remember the logo is your first impression to people and will represent your business when you’re not there to explain it. Do you want a corporate look, a fun cartoon look, a look that projects a feeling? These are all things to consider when deciding on a logo. I enjoy calligram logos, which is a logo that has a picture with the name to create a unique logo, these are very popular as people feel they can explain the business better, but depending on how they are handled, they can be cartoony and improperly used. If you are looking for a more corporate look then the name by itself may be enough. All of these factors work together to represent your company. Many times I have started working with a client that thought they had a firm vision of what they wanted for their logo until we started going through some of these questions.  So think very hard about the image you want.

About the Author

Bruce Outridge is an illustrator and designer from the Southern Ontario area of Canada. He produces custom logos and his work can be seen at http://www.bruceoutridgeproductions.com