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Do you have a logo for your business? Logo Basics You Can Use

September 27, 2010

I recently met with a prospect to talk about newsletters and business cards. When I arrived at her office I noticed that one of her business signs was in blue and another sign was green. Her business card was blue and red. She has been in business for more than eight years and hasn’t had an opportunity to have a logo designed. She is a savvy business owner who probably got so wrapped up in the day-to-day activities that she hasn’t had time to develop and build her branding.

Here are a few tips that I shared with my prospect:

  1. Build it into your business budget and have a professional logo designed. Check with a few different design firms as pricing can vary.
  2. When you get your professional logo, make sure you have it saved as a .eps file to send to the printer and your promotional contacts. And as a .jpg (rgb) file to use on the web and on in-house marketing materials.
  3. Use your logo on every business marketing tool you create including letterhead, business cards, envelopes, websites, email signatures, promotional products like pens, hats, etc. Your logo represents your identity and the “face” of your business.
  4. Your logo will have specific colors that define your business identity. Use these colors in all of your marketing tools. This builds brand consistency. This helps us remember you.  This separates you from your competitors. Keep the colors simple, crisp and try to use 3 or less colors.
  5. Keep your logo simple. If you want ideas of what a good logo looks like just take a look at the big business logos like McDonalds, Nike, Kohl’s Macy’s, Chase, and more. They are all simple.
  6. Your logo will have to be saved in black and white, color, reverse white so you can place it on different backgrounds so make sure it’s readable and easily understood in all of these formats.
  7. Your logo should speak to your business personality so select colors and symbols that help tie-in to what your product and service represents. Design with the masses in mind.
  8. Have your designer build your logo in PMS (Pantone Matching System) colors. This will make it easier for your printer to match the color and will keep the color consistent. Remember that PMS colors may look different when converted to CMYK for printed materials and RGB for the web. Pantone has color books that your designer might have that can show you what the color would look like in PMS/CMYK/RGB. This will help you see realistically what your color choice will look like in these different formats.

If you have a logo and want to change up your business identity, try to stay with the similarity of your logo and “freshen” it up as opposed to going into a whole new direction. If you choose a whole new look then be prepared to change all marketing materials to match the new look or we will be confused when you market to us.

Logos are an important part of a business marketing plan and should be one of the first things a business person acquires next to getting an accountant and a business banking account. Without a logo, consistent color and an identity, we won’t know who you are, what you stand for or how you want to be remembered.

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