Why is having a professional looking logo important? Well, you wouldn't turn up to a job interview in jeans, so why would you not want to look your best wherever your business is visually represented!
And where to start? Get a professional, this is someone called a graphic designer. When you find one, either by a friend’s recommendation, or on Google, have a look at their work and testimonials from their clients. LinkedIn is a good place for this as you can be sure the reviews are genuine, or even here on Best of Sudbury.
The more information you can give your designer the better; they can tailor your logo to your business’s personality. Yes, companies have a personality, it’s usually referred to as brand. Sometimes I feel brand is overused. It sounds a bit clinical and unfriendly. That is the opposite of what you want convey.
So what is a brand? It’s what your business is known for, what you do, your reputation and is as much about how you deal with customers, answer the phone and dress at meetings, as the printed and digital items of your company. Your logo has to say it all, as well as be easily remembered. So that when people walk away with your business card in hand, it will stand your business will spring to mind if they need your services or know someone who does.
It's also useful to let the graphic designer know who your customers are, what is your target market? Giving examples of your competitors can help too. This gives them an idea of what they need to aim for, but emphasize why you’re different and better! Or in other words your unique selling point. Examples of logos you particularly like, too, can be a great help.
Other things to get savvy about...
Make sure you own your logo. Being clear on your intellectual property rights early on can save time and trouble in the long run. Most graphic designers are professional enough to confirm that the logo they produce is yours by rights and will be happy to sign something legal to that effect if you feel unsure.
Get all the files you need of your logo especially print ready versions. These are typically in the form of EPS or AI, TIFF (which you will only be able to open specific programs) and PDF (which you’ll just need Adobe Acrobat to open).
EPS, AI and PDF files are the best for printing, provided they have been made correctly, they will print pin sharp at any size large and small, great for business cards and banners.
Consistency builds confidence! - use your logo and colours throughout your branding, not just your business cards and stationery but van livery if you have one, maybe shirts and t-shirts. The more people see your logo, the more they remember, and the better their perception of your company. Name badges are a good idea too, if you do lots of business networking, especially if you’re more comfortable wearing formal attire while networking and in meetings.
Be professional, be memorable!
