BRANDING YOUR BUSINESS

Three steps to creating the perfect logo for your company

After years of dreaming and planning you've finally done it; you've opened a business of your own with a brilliant name, a great location and an impressive line of products and services for customers. What's next? If you want to create a buzz around your brand you need a logo.

No matter how small it looks, a logo can have a big impact on a burgeoning business. It can serve as the foundation upon which you build your corporate identity and the medium through which you tell your story. Because it's often the first thing customers see it can leave them with a strong first impression about your business, build familiarity and trust, and help them distinguish you from your competitors.

If you're still handing out home printed business cards embellished with Microsoft clip art or packaging your products in plain paper or plastic bags it's likely that customers will see you as a small time vendor and treat you that way. With a logo you'll look bigger and more established, and send a message that you've invested in your business and are committed to its success.

Wherever you use your logo - on your sign, letterhead, Web site, business cards, products, packaging or all of the above - it should capture the interest and imagination of your customers and tell them something significant about your business. Below are three steps to creating the perfect logo that does just that:

Step 1: Conceptualizing

These days it's easy to find fast, affordable logo creation services online along with do it yourself software for $200 or less. Unless you have a knack for design or a willingness to take risks, though, you might be better off hiring a branding consultant, an ad agency or at least a graphic artist. Ask to see a portfolio of work so you can not only look for striking logos but also for designs that look good on various items from brochures and business cards to pens and magnets.

Make sure the designer can explain the reasons behind his or her choices. Everything should be intentional. Once you have settled on a design share as much information about your business as possible.

• Do you have a corporate color scheme?

• What inspired you to start your company?

• What's your vision for the future? Also,

• research your favorite brands for ideas about what you like.

Step 2: Executing

Whether you settle on a logo that literally illustrates what you do or captures a more abstract idea, remember: less is more. You can't say everything on a small icon, but you can emphasize what makes you stand out from competitors. If your company name is memorable, use it; otherwise, identify the biggest value your business brings to customers and communicate that.

Keep any tag lines short and sweet using as few words as possible. While technology makes it easy now to create an elaborate image avoid anything too complicated, flashy or trendy. Pick a design with clean lines and strong, bold colors that you can replicate on any medium, and that can stand alone in black and white. Through fonts and colors designers can bring a certain attitude to your company name, evoke an emotion or highlight an important part of your logo, but stick with one big design element to keep your message from being convoluted. If you plan to reproduce your logo in more than one print medium use no more than three standard pantone colors. Anything more will cost you.

Step 3: Refining

Once you have a rough design in hand share sketches with family, friends and colleagues, and ask them to evaluate what they see.

• What does the logo say about the personality of your business?

• How does it separate your products or services from others like yours?

Give it the squint test. Print the logo out on a piece of paper and hang it on a wall then back up and squint. If it still looks pleasing to the eye it's a winner and you can safely use it on everything from a letterhead to a T-shirt to reinforce your brand. After settling on a logo you love copyright it. Your logo should last at least 10 years, but don't be afraid to revise it as your business grows and evolves. You don't have to start from scratch, but you can make slight changes over time to reflect who and what you have become as a company.

© 2015 TLC Magazine Online, Inc.