Starbucks logo

If you’re a savvy business owner or manager, you’re likely already aware of the importance of having a logo to represent your company. Just as you almost certainly wouldn’t have a storefront with dirty windows or drive a dilapidated clunker with your company name on it, a logo says something about your company. It also says something about you.

A logo represents your business. It speaks of your values and reflects your image to your clients (and potential customers).  That’s why a logo is often referred to as a business identity. Quite literally, it is the public face of your organization and, as such, needs to make a consistently good impression. For that reason, it’s an important — even crucial — consideration when you are starting or upgrading your business.

As with many services, logo design offers a dizzying array of providers and that, in turn is a source of confusion and potential disappointment. With neophyte graphic designers, ready-made (or “pre-designed”) logos for purchase, do-it-yourself logo services, and other more questionable options available, it’s easy to make a mistake in making the momentous decision to explore a business identity, part of the process of developing your brand.

Without getting into the myriad (albeit interesting) details of branding, it’s important to note that a logo is one of the most visible aspects of a business or organization. You’ll see it on letterheads, business cards, product labels, advertising, web sites, and other media. To your current and prospective clients, it’s a credible symbol of your product or service, and provides a measure of reassurance that what you offer comes with a degree of quality. For that reason, that same symbol should manifest quality, too.

A logo, your business identity, should be taken seriously enough to ensure quality. There are a few, vital considerations to take into account which any design professional will automatically effect when working with you to develop your logo design. Your design is not merely a picture, but the embodiment of the merits, values, and even personality of your service or product. For that reason, the development process should involve a fair degree of dialogue, with your designer coaching and you, the business person, providing very important input. Beyond the dialogue, your designer will ask pertinent questions to formulate a design brief from which he will determine the requisites before applying his artistic touch.

An important point, too, is that with the increasing abundance of choices, you still should be aware of major logo design pitfalls and things to avoid. Fundamentally, it boils down to getting what you pay for, and trusting a professional to ensure success. After all, it’s your logo and you’ll have to live with it!

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