Logos: Yes, You Need One

Logos are a very important, powerful part of a company’s branding. We mostly associate them with large companies:

Nike with their swoosh
NBC with their peacock
Louis Vuitton with their elegant brown interlocked L and V

Some company’s names are also their logos:

IBM’s crisp striped letters
Yahoo’s uneven letters, punctuated with a !
Coca Cola’s red and white script

Even my kids recognize McDonald’s arches, and they’ve never been inside a McDonald’s let alone eaten the food. (Come to think of it, they don’t watch commercial TV either, so I have no idea how they know about McDonald’s.)

Just because you’re a small business owner, it doesn’t mean you don’t need a logo. It’ll become your symbol, your badge, a memorable part of your company’s identity. A good graphic designer will put one together for you when they create your stationery, business card, website, and any other marketing materials you might need.

As your company grows and times and tastes change, your logo will evolve. It should be tied into what you do, though, and not just be some random, pretty picture that has nothing to do with your company or industry (I see this a lot on business cards that people have slapped together themselves).

I get comments on my logo all the time, which incorporates my middle initial “c” into a cog wheel, thus pulling double duty: my logo both imitates the copyright symbol and effectively illustrates that I’m an important part of the marketing process.

Here are other considerations when putting together a logo:

Color. Greens, blues, and other muted colors are relaxing and soothing, while oranges, reds, and yellows are exciting and energizing. Black, white, and gray are timeless. Purple stands out, as most people shy away from it.

Style. Elegant, simple, bold, modern, gothic, Italianate…the choices are endless. If you’re a high-tech start-up, you’d obviously go with something modern. If you are a coffee shop, you can play around a little more, but you’d ultimately want your logo to appeal to your target demographics.

Tag line. A lot of companies include their tagline in their logo. If it’s short and only adds to the logo, go for it.

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