When it comes to logo design, different rules apply for big companies and for small businesses. To begin with, big companies have enormous budgets to not only get their logo designed but also tested and reinvented. For small business entrepreneurs, however, choosing a logo is a critical step in establishing business and brand, because:
1. There is much more competition, and
2. There is small budget to test and redo.
Alas, many small businesses either emulate big companies or try to design their own logos in order to save on costs. Make no mistake about it — your logo is an important part of your company's identity and the first step to establishing a professional brand.
Furthermore, logo design is professional work, and as such, should be left to professionals. But that shouldn't stop you from learning about it and deciding for yourself if a logo represents your company, its work and its ideology adequately.
Initially, your logo must pass four important tests:
1. The Identification Test. Does your logo clearly identify your company by name? Except if you're a big brand, don't depend on abstract shapes to deliver your company message or make an impression in your visitors' minds.
2. The Black & White Test. Does your logo work in black and white as well as color? If your logo is losing all of its personality in grayscale, it needs a redesign.
3. The Size Test. Does your logo work equally well online as a small image and offline on a 3-metre banner? Even if you are a web business, you want a logo that will free you to expand your marketing efforts offline and into print — not one that will reduce in value when translated to a different mediumor purpose.
4. The Color Test. Your logo's colors should be specified by a numbered color system, so that it can be easily reproduced across different media without losing its identity.
More Logo Design Tips for Small Businesses
* Your logo image should be accessible in a vector file so that it's not distorted when the size is changed. Avoid bitmaps!
* Your logo design should be uncluttered so that your company name is clear, legible and memorable.
* Choose a catchy or pithy slogan to go under your logo — this helps build your brand and help customers connect your company name with what it does, or stands for.
* Settle on a logo design that is not just part of a design "fad" but rather has lasting appeal.
Now that you know a good deal about logo design, you will find it much easier to ask for what you want and help your designer serve your needs precisely.
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