by Riche Goldmann

Two of the most important initials decisions you’ll ever make about your business are your name and your logo. It is extremely important that you take the time to really choose and be strategic about your name and logo. Both should represent you and your business and remember they are usually permanent so be thoughtful. Here are 5 things to consider when picking a logo.

Does it reflect the image you want for your business? A business logo can say many things about you and your business”and you want to be sure you are conveying the right message to your current and potential customers with the logo you choose to use. Your business logo should be representative of the kind of business you have, the feel or mood you want to evoke when customers see your logo, and the kind of clients you want to attract. For instance, a modern edgy logo design is probably more important when targeting teenage clients than potential clients who are retired.

Does it look like any other familiar or recognizable logo? You do not want anyone to confuse your company with someone else’s, so be careful in choosing a logo that is unique and distinct. You also want to make sure that you do not infringe upon any trademarked or licensed images. There was recently a lawsuit involving Starbucks and a mom and pop coffee house where they may have been trademark infringement on the part of the smaller coffee house. Do you think anyone wants to be sued by Starbucks?

Will it withstand the test of time? The whole idea behind a logo is to create an identity for you business. You want for it to be recognized by customers, and you are going to spend a lot of time and money doing this. Therefore, you do not want to have to change your logo a few years down the line because it doesn’t fit the times anymore. Save yourself time money and customers in the future by taking your time now with choosing a logo.

Does your logo stand out in the crowd? Your logo is going to be included and printed on various mediums including promotional items, marketing pieces, print products, signs, billboards, magazines, online websites, and various other venues. Moreover, it will be on display for old, new, and potential clients to see. You want to make sure that when they see it, even at a distance; they recognize it and identify it as belonging to your company. This makes s a huge difference and keeps your company in the customers mind.

Do you like the colors, graphics, and other elements of your logo? Are the colors and graphics in your proposed logo something you can live with for a long period of time? And something you will like when you see it reproduced on your building, signage, letterhead, envelopes, business cards, and all of your marketing collateral and promotional items”in all sizes? If you agree to a logo you dont really love, you may regret your decision and wish you could change it, so make sure you are passionate about your logo design before you commit.

About the Author:
Riche Goldmann is an marketing professional who has consulted many companies on how to do effective marketing, branding, and awareness campaigns. He often uses VistaPrint for the smaller companies that he works with especially when doing print material. Though they are not a marketing firm, VistaPrint can get the job done on under budget and on time.
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