Many small businesses have great logos. Unfortunately, most of them go unrecognized by their prospects.

You know your business better than anyone.  So before hiring a graphic designer that has little or no connection to your business, consider the following.

 

1. What is the purpose of a logo? Regardless of your answer, it’s critical that your end result achieves your business objective.
2. Consumers are not looking for you; they are looking for your product or service. Don’t make your prospects guess, tell them or show them what you do.
3. What lessons can be learned by examining the logos of successful businesses? My personal favorite is McDonald’s. What did the early McDonalds signs look like:
   1. over 1 million served
   2. the arch or arches of course
   3. but bolder and larger than anything else:  “HAMBURGERS” AND “15¢”
4. Reproducing an image in a crisp clear format will create added expense. A cool logo is great, but you want your logo everywhere, from signs to shirts.
   1. Keeping it simple means your logo will be seen more often.
   2. A simple logo can be a good thing. Proof?
      1. 1. Disney                                                 3 Circles, the mouse
         2. McDonalds                                         an M
         3. Apple Computer                               duh, an Apple
         4. oca-Cola                                          5 letters and a hyphen
         5. Nike                                                   A swoosh  (they paid $35 for it)

 

5. Keep your logo simple and clearly communicate what your products or services are.   More importantly, does your logo achieve your business goals and objectives?

 

 

 

Brad Smith is an owner of TruePoint Insurance Group in Kentucky.  The agency offers risk management solutions ad much more to small business owners in Kentucky and Southern Indiana.