David P. Kowal: What does your company look like?
By DAVID P. KOWAL
Too often, logos are taken for granted.
It's likely that McDonald's, for example, wouldn't be quite as golden without the golden arches. But visit a few Web sites or flip through the Yellow Pages and you'll quickly find that most businesses fail to take their logos seriously. Most logos look like they were banged out with little thought or effort.
Companies have logos for the same reason countries have flags. A logo is a symbol of the company, a visual representation of a company's image, and a snapshot of how the company wants to present itself to the world.
Symbols are important, because we think in images, not in words. A potential customer is much more likely to remember your company's name if it is attached to a logo. If your company is a service business, your logo can make your service tangible to your customers. A bold, creative logo can differentiate your company and help it stand out from the competition.
If you want your business to be taken seriously, and if you want to be treated like a professional, you'll need a professionally developed logo.
Reluctant to spend the money? Don't be. Your logo may be the most cost effective investment your company makes. A quality logo is likely to cost anywhere from a couple of thousand dollars to $10,000 - or more. If you think that's too much money, consider the cost of other marketing materials, such as a Web site or brochure. You'll pay much more for them and they will become outdated within a few years. Your logo hopefully should last as long as your company.
Your logo is likely to be a once-in-a-lifetime expenditure. Amortize the cost of your logo over the life of your business and you'll see that it's a great investment.
Making the right choice
Choosing a logo is not something you do everyday, so how do you know whether you're making the right choice?
Don't design by committee. Once you've retained an agency to develop your logo, the designer will develop a set of at least three rough designs. After reviewing the initial logo comps, clients usually seek opinions from too many people. Inertia is likely to set in and the client will be unable to make a decision.
Logos are very subjective. Try to follow everyone's advice and you'll be frustrated. You'll also have to deal with a very upset designer. Too many opinions will result in a logo that looks like a committee designed it - or a logo that looks like everyone else's.
Limit comments to a few trusted advisors. Better yet, seek the opinion of two or three of your best customers - then make the decision yourself.
Choose an appropriate image. A high-tech company we once worked with used an illustration of an 18th century schooner as a logo for his company. The image is, of course, inappropriate. Like the Merrill Lynch bull, your company's logo should represent the company well.
Don't be afraid to change. Over time, a company's image becomes associated with its logo. A company that has been around for a while is likely to be reluctant to change its logo because customers recognize it. But not all logos age well. A logo that looked good 30 years ago may not appeal today.
It is usually possible to update a logo without changing its overall look. Even Betty Crocker needs a facelift every few years.
Use your logo wisely. Don't just slap your new logo onto your letterhead and business cards. The use of your logo is almost as important in determining your corporate identity as the logo itself. Have the person who designed your logo also design your letterhead, envelopes and business cards.
Have the designer develop a set of parameters for consistent use of the logo. Be certain, for example, to use the same colors for your logo at all times. With rare exception, the name of your company should appear with your logo in the same manner every time you use it.
David P. Kowal is President of Kowal Communications Inc. (www.kowal.com) of Northboro, Mass. He can be reached at kowal@kowal.com
WBJ Web Partners
Most Recent
Most Recent
0 Comments