Definition: A recognizable graphic design element, often including a name,
symbol or trademark, representing an organization or product
Before you start thinking about designing a business card or
picking colors for your letterhead, you need a logo. Featuring your
company name, embellished with a little color and perhaps a few
graphic touches here and there, your logo is your company's most
important design element because it's the basis for all your other
marketing materials: stationery, packaging, promotional materials
and signage.
For example, say your product is an organic facial cream you'll
be marketing to health-conscious consumers. Your logo should
represent your product's best benefits--being all natural and
environmentally sound. Creating a simple, no-nonsense logo using
earth tones and a plain typeface will give the impression of a
product that's "back to basics," which is exactly what you want to
achieve. Take that same product and give it a slick, high-tech look
with neon colors, however, and people won't associate your logo
with the down-to-earth product you're selling.
Logos come in two basic forms: abstract symbols (like the apple
in Apple Computer) or logotypes, a stylized rendition of your
company's name. You can also use a combination of both.
Trying to create a logo on your own may seem like the best way
to avoid the high costs of going to a professional design firm,
which will charge anywhere from $4,000 to $15,000 for a logo alone.
However, be aware that there are thousands of independent designers
around who charge much less. Remember that a good logo should last
at least 10 years. If you look at the amortization of that cost
over a 10-year period, it doesn't seem so bad.
Even if you have a good eye for color and a sense of what you
want your logo to look like, you should still consult a
professional designer. Why? They know whether or not a logo design
will transfer easily into print or onto a sign, while you might
come up with a beautiful design that can't be transferred or would
cost too much to be printed. Your logo is the foundation for all
your promotional materials, so this is one area where spending a
little more now really pays off later.