Logo Design

A logo should convey the descriptive and positive aspects of the entity it represents.

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The Key to Business

Logo design is of paramount importance to your business because your company logo is the cornerstone of all of your marketing and promotional material. Your logo helps you make your first impression and looking your best has never been so important. A unique Company Logo Design will not only tell people what and who you are but it will set you apart from the competition.

Our design samples not only communicate visually what we have successfully developed for our customers. A logo is an investment in the identity of your company and a key asset in the development of your company’s branding.

The following are some helpful tips when you are considering the development of a new logo for your business. Experienced Graphic Designers are on staff to help you develop a logo just for you and will provide you with a creative and productive experience.

Logo Tip #1 – Not Doing Your Logo Yourself

Many bad logos happen because a business owner tries to do it on their own. They need something fast, so they create it themselves or ask a friend to do it. And while they plan on doing it the right way eventually, they seldom get the chance.

An unprofessional logo can destroy trust among potential customers and keep customers from buying your products. And it takes very deep pockets for a business to survive a lack of customers. The designer can make recommendations about typography, fonts, colors, iconography, and more.

Logo Tip #2 – Know Your Customer

When it comes to choosing a logo design, you might be tempted to choose a design that appeals to you. After all, you own the business and you’re paying for the logo. Why shouldn’t it be something you like? I can think of a very good reason.

Because your logo is for your customers, not you.

Your logo will likely be the primary image you use on your business cards, store front, packaging, apparel, and other customer-facing materials. If it doesn’t appeal to them, it will get lost among the thousands of other logos your customers see every day.

Before you meet with the designer or start looking at potential logo designs, learn everything you possibly can about your customer. Are they men or women? Single or married? Young or old? Where do they shop? What styles do they wear? The more you know about your customers’ likes and dislikes, the more easily you (and your designer) can develop an image for your business that will appeal to them.

Logo Tip #3 – Don’t Copy Competitors

Take a look at other businesses doing the same thing you want to do. What shapes and colors do they use? Is their look fun, traditional, hip, blue-collar, or something else? What kind of fonts do they use on their signs, brochures, and advertising? Is there an icon that customers associate with their business?

Now, working with your designer, do something different.

Why? Shouldn’t you copy the things that make your competitor successful? When it comes to design, the answer is no.

Here’s why: People read colors and shapes before they read words. If your logo (and other design materials like signs or brochures) looks like your competition, many of your customers will assume you are the competition. They may make a snap decision based on shapes and colors, and never even read the name on your logo.

Logo Tip #4 – Colors Matter

This is closely related to Tip #2. Many business owners choose their favorite colors for their logo simply because they like them. Big mistake. Colors are an important way of communicating subtle messages to your customers. Each color has a unique meaning. And using colors wisely in your logo can make a difference. So what does each color mean? A quick Google search will turn up pages of definitions.

When working with the designer, choose colors that will help reinforce the ideas your business stands for and appeal to your customers.

One other note about using colors: Virtually all great brands have logos that work in a single color (or even black and white). Adding too many colors can make your logo messy and unattractive and can be expensive when it’s time to print letterhead, business cards, apparel, and more. Keep it simple.

Logo Tip #5 – Font is Still Your Identity

Your logo (and every other design project you undertake) represents you and your business. And just like you, it should have a personality. The right font can do more to communicate your personality than any other element in your logo. So when you choose a font, here are a few things to keep in mind:

1. Be original (or at least not boring). Times New Roman and Arial are great fonts for word processing, but they won’t do much to help you stand out. There are literally thousands of fonts to choose from ranging from impacting, block lettering to elegant scripts. Choose a font that conveys the values your business stands for.

2. Make sure the font you choose is readable on business cards as well as billboards. Some fonts are a little too fancy for their own good. If the type you choose is too difficult to read, your logo will disappear into the mass of thousands of unnoticed logos your customers ignore every day.

3. Don’t get too trendy. Avoid the temptation to be hip or you may find yourself with a dated logo a few years from now. (Unless of course your business is built on being hip)

Logo Tip #6 – Don’t Say Too Much with Your Logo

As a business owner, you want your logo to tell your story. Ideally, potential customers will see your logo and immediately know what you do, but this may be asking your logo to do too much.

As customers experience your business, products, and services, they’ll come to associate your logo with those experiences. Unfortunately, the process doesn’t work as well in reverse.

Most successful companies don’t expect their logos to tell their entire story. McDonald’s uses a red and yellow M, not a hamburger, shake, and fries. Prudential uses the Rock of Gibraltar, not a picture of an insurance policy. And thousands of companies like Borders don’t use an icon at all—the logo is simply type, rather than a book, magazine, or DVD.

Think like a successful company. Keep it simple. Develop a logo that can represent the values and ideas your business stands for.

Logo Tip #7 – Don’t add tag lines

Occasionally business owners will add legal terms like Inc., Corp. and LLC to their logos because they want to look official, or because they believe it’s required by law. It isn’t. And it doesn’t make a company look bigger or more official. It just makes the logo harder to read and remember.

Have you ever seen the following logos: Nike Inc., Dell Corp., or Target, LLC? That’s just not how customers think about businesses. Chances are, when you see logos that include terms like Inc., they belong to very small businesses.

Same goes for tag lines. Your tag line is an important part of your marketing message. Use it in your yellow pages ad. Use it on hand-outs, flyers, and brochures. You can even print it above or below your logo. But don’t make it part of your official logo artwork.

Note: When I mention legal designations above, I am not talking about trademark symbols like TM and ®. These are not only appropriate for your logo, but will help you protect your intellectual property.

What you get when Lakeside Camera Printworks designs your logo…

Getting started

When meeting with the designer an estimated design time will be established. After meeting with the designer you will be required to put a down payment of one hour before the designer will start on your project. When you are emailed your first proof the designer will let you know how much time has been used. The payment for the logo is on an hourly basis.

Remember, a logo is an investment in your first impression to your potential customers. You only get one first impression so…MAKE IT COUNT!

Contact Lakeside Businessworks to inquire about Logo Design or schedule a consultation.