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A logo is a symbol of your brand. It should help create an emotional connection to your customer. It is an element of your brand’s personality. We all want our logo to be memorable and recognizable, but too many small businesses think they can just download a "temporary" logo from the internet, however, it is difficult to change a "temporary" logo once you use it. A logo should be an up-front investment…start with a strong logo designed by a professional (not your nephew who’s in a college design course) so it captures your brand identity and helps build your brand equity.

There are important considerations for an effective logo

  1. Scalable: be sure it works well in all different sizes and does not lose definition if it is made bigger
  2. Simple: avoid busy logos that do not work well in smaller sizes than designed; stay with simple shapes that work best
  3. Sharp fonts: select clean, crisp font; avoid fancy fonts and too many fonts
  4. Special effects: avoid shading, texturing and marbling as it will not transfer well to different mediums
  5. Suitable: needs to work well in different media (Internet, print, apparel, signage), works in black and white and color
  6. Sophisticated: align with your business message and your target customers; do not try to be funky if you are in a B2B marketplace…clipart does not work
  7. Smart: be consistent in the use of your logo

If your logo is effective and sends the right brand message, you can soar!

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