Branding – To Logo or Not to Logo?

“I’m one of the sponsors at a community event next week. The event organizers want me to send them a logo for the signage. But I don’t have one. What should I do? Should I go out can get one? Or should I just find some clip art to send them?” Got that phone call from an accounting friend of mine recently. Her situation is not unique. If you’re a small business, you might be able to sympathize with that.

Investing in an official logo for your company is a big step in your business’ development. You’ll be using it for years and it is an investment that may cost you several hundred to maybe a couple thousand dollars. But when it is right to take that big step?

Some image development professionals will tell you that you should invest in a logo as soon as you start your business. For a very small business, I think that might be an expense that can be delayed. As you develop as a business owner, your needs will develop and change. Continually changing your logo to fit your growing business is a huge cash outlay which will affect your early profitability. Better to select a common basic font (such as Arial/Helvetica or Times Roman) for your company name that can be used for early advertising or websites. Use your company name and tagline (placing the tagline in italics helps set it off from the company name) the same way every time, everywhere. On the other hand, if your company, right out of the gate, is a large one that will have a major public presence, it is worth the extra expense and effort.

THE CLIP ART LOGO PROBLEM

While you’re waiting to grow to the point where you can afford a logo identity package, do not use clip art images as your logo. One, it is usually illegal. Many clip art providers expressly prohibit the use of their images for this purpose. Why? Logo and brand identity development is a unique skill and commands higher fees from clients. Say you downloaded some clip art image for one dollar and you use it in your logo. That is a missed opportunity cost for the designer. Hey, graphic designers who sell on stock artwork sites are often small businesses too. Would you be willing to offer what you do for only a buck or two?

Two, even if the use of the clip art in a logo is legal, someone else has certainly used it for their logo too. So much for creating a unique identity!

THE INK JET PRINTER/ONLINE BUSINESS CARD PROBLEM

I don’t know about you, but I can always tell when someone has printed her business cards at home on her ink jet printer. Welcome to “Amateur Hour!” If you are not willing to invest even $50 or $100 to get some “real” business cards, chances are you’re not really ready to be in business either.

Then there are those that use an online site that offers free or really cheap business cards. These are usually co-branded cards on which the providers name and yours appears. “What a deal,” you think. I do not recommend this ever. Why? First, you are giving the provider a ton of free advertising for their website or other services. They should be providing them to you for free! Second, go to any networking event. Chances are you will run into someone who is using the same design that you are. In the inevitable quick run through of business cards that happens after a networking event, yours might get pitched because it looks like another from a person that didn’t impress them.

YOUR BEST LOGO ALTERNATIVE

When you first start your business, your best logo alternative is a picture of YOU! Use it on your business cards and website. In fact, you should use it in your marketing materials whether you’re just starting out or are brilliantly successful after several years. People buy from people, not text or logos.

Tags: brand identity, Branding, business cards, clip art, Graphic Design, graphic designer, logo, logos, Main, marketing, small business