Imagine for a moment that you’re about to meet with someone who will potentially be your greatest client ever. How would you dress to meet them? Would you go to the meeting without combing your hair? Would you go wearing an old ratty t-shirt? Or would you make sure that your personal appearance is perfectly suited to impress that person? Of course, for most business people the answers to these questions are obvious. However, for many business people the idea of having a presentable logo isn’t as clearly defined in their minds.
A logo is the first, and is often a recurring, impression of your business and by extension, of you. For some consumers, a logo can make all the difference when choosing a company to do business with. Your logo needs to appeal to the crowd you want to sell to.
There are several things you should consider when getting a logo designed and when using your logo in your business. Follow the steps below if you want to be successful.
Pay a professional to design your logo
Don’t trust your company’s image, and indeed future, to an amateur. You may know someone who is a great artist and may be tempted to ask them to draw something up for you. DON’T DO IT! As both an artist and designer myself, I know the difference in the skill sets, and believe me, an artist doesn’t necessarily have the skill set to create a good logo. A good designer will know how to design for your audience.
When choosing a designer, talk to them for a little while. If they are worth paying they will ask you several questions, like: What service/product does your business provide? Who is your target audience? Do you have a current logo? Who are your competitors? Are there images that carry a negative or positive connotation in your industry? How will your logo be used?
If the designer doesn’t ask you some really in depth questions about your business, do not, under any circumstances, hire them to design your logo. The price you can expect to pay will depend on the market size and reach of your company, which will influence the amount of research they will need to do before they start designing. You will also pay for their experience and knowledge. Don’t scrimp on this part, it will be worth every penny if you hire a good designer.
Many business owners go to designers and will pay them to design a logo. But instead of having them use their expertise, the business owner will dictate every aspect of the logo design and in the end they will end up with a logo that they would have designed themselves and not what the designer would have provided. As a business owner you are expert in your field, but that does not make you a designer. Let the designer do their job, they will give you a much better result than if you simply use them as a tool. Of course, give them some direction if you have an idea, but let them tell you if that idea won’t work. Let them be the expert.
MegaPro has very skilled designers who can help you design a logo that will make your business shine and will be usable on all promotional materials you may need.
Have your logo in the right formats
You will need, at some point, to send your logo to people for services or for advertising. For example, you will want business cards printed, or you may need a sign made. In order for the logo display correctly, you will need to have your logo in vector and raster formats.
Vector format allows the design to be scaled to any size without loss of quality. It is often the required format for large printing companies and almost all screen printers. If you don’t have a vector version of your logo, be ready to pay a set-up fee to every printer you ever do business with. Vector files will usually end in eps, ai or sometimes pdf. But this isn’t a guarantee, as raster images can be embedded in a vector document.
Raster images are primarily used online. File types include jpg, tiff and png. These do not scale well. If you try to take a jpg and make it bigger, it will become pixelated and eventually become completely unreadable. Remember on CSI, when they scale photos and writing and faces stay clear and easy to read? That is fiction, it doesn’t work that way in real life. If you try and use a jpg on a sign or poster it won’t turn out well and your company will end up looking silly and amateurish.
Use your logo
This may sound like common sense, but it needs to be addressed. Make sure your logo is featured prominently in all of your marketing materials, letters, faxes, websites, business cards and presentations. If a certain font is used in your logo, make sure that font is installed on your computer and try to use it when you mention your business name in correspondence. Of course do this within reason. (Caution: This won’t work on your emails) Use the same colors every time. When you hire someone to design your logo, request a black and white version to use on your fax sheets.
Having and using a quality logo will make a huge difference in your business. Your customers and prospects alike will have an increased respect for your products and services.