subject: How To Design A Small Business Logo [print this page] When a small business starts-up, one of the first marketing projects to consider (after the business plan of course!), is "how to create a small business logo". Logically, the next project should be "how do I copyright a Logo to protect it?"
The response to the latter is actually very easy. Put the small business logo in a tangible form.
Since protection is quite simple, let's review the fundamentals one must reflect on to create a small business logo.
o Your Small Business Logo - Capture the Essence of your Business
Small business logos are used for the purpose of immediate and effortless recognition by the public. They should convey the spirit of your small business. For instance, an advertising business will have a very different logo than a funeral home, which will have a different logo than a dance school, etc.
o Determine The Target For Your Small Business
It is absolutely crucial to first determine your target market before designing a logo. What age is your target? What is their general income? What is their gender? What is their education level? Where do they live? What do they like to do? Answering these questions will guide you in your design direction. Remember, if your logo doesn't appeal to your target market, it's essentially useless.
o Thinking About Your Business Logo
The next step in the process of creating an effective logo for your business is to brainstorm. Think about the image your want your business to conjure up to your customers. Are you serious? Are you innovative? Are you a trusted place for e-commerce? Take your time to brainstorm and write down all the adjectives and images that come to mind when you describe your small business. Without a clear concept of what you want to communicate, steps 3-5 will not be executed effectively to appeal to your target market.
o Use of Images in your Business Logo
Choose an image that conveys your business' spirit. It can be as simple as an apple (Apple Computers) or more intricate like a flaming fox circling the world (Firefox - open source web browser). Small details such as the thickness of lines or the complexity of the art will all add to the feeling your image conveys.
o The Perfect Font for your Business Logo
When choosing the font used in your logo, you can either stick with an existing font or you may choose to have a font designed. Regardless, the font should help communicate the feelings and adjectives you determined in your brainstorming session. The purpose of your logo is to clearly communicate your brand. Its imperative the font you choose is easy to read and recognizable. Lastly, ensure the font you select is one that you or your designer can easily recreate because you are going to want to incorporate it on your website, letterheads and other promotional tools.
o Color Palettes for your Small Business Logo
The use of colors can be used to evoke different emotions from your target market. Using gray will evoke a different feeling than red. As well, the brightness of your colour scheme will also change the feel of the logo as a neon colour will give a very different impression than a pale colour. One method to choosing your colour scheme might be to research what your competitors are doing. If you see a trend, then perhaps the research has been done for you with regards to what your target positively responds to. As a reminder, you will most likely have your logo printed on promotional items (fliers, brochures, business cards, hats, pens, etc.). The more colors incorporated in your logo, the more expensive it will be to print.
o Make Your Business Logo Unique
The whole principle behind creating your logo is to stand out from other businesses in your field. You want to be 'top of mind' for your target market. If they see your logo, you want them to think of you and any other marketing you have done. This way, when it comes time to requiring your service, they will automatically think of your business vs. the competitor's. It's important to take the time to really consider what can make you unique and memorable.
o Sample Your Logo Before Committing
In marketing, it's rare the first idea will be the best. There is usually a process of altering a concept until it's just right. As such, it's prudent to create a number of logos to sample amongst your target market. Just because you and your team love your new logo, doesn't mean the target will - and it's their opinion that really counts.
Disclaimer: The above information is meant as a general guide to further your copyright knowledge and does not constitute legal advice. For questions about your specific work, you should consult a copyright lawyer in your country.
by: Justine Shoolman
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