The StartUp Blog at PartnerUp

A logo speaks volumes about your company—what you do, how professional you are, if you can be trusted, etc. But what really makes a logo important is that it creates an image and builds your brand. You want your logo to be simple, eye-catching and innovative, and at the same time you want it to project the personality of your company. Logos like the Nike swoosh and the McDonalds arches have become iconic because of their simple design and undeniable distinctness. When you see them, you don’t need to hear the names anymore. The two have become synonymous. It also took lots of money and years of brand-building marketing efforts to make this happen, but even so, you can’t build a brand without the right logo.

So how exactly do you go about getting the right logo? Easy—you hire a graphic designer or work with a logo design company. This is an area where many people like to save money and do it themselves, but having your logo designed by a professional is a wise investment. Consider the fact that a good logo can last you about 10 years, sometimes longer if it’s that good. No matter how well you can sketch cartoon characters or color inside the lines, a designer will always come up with something smarter, more professional and all around better looking. But just because you hire a designer does not mean that the design process is completely out of your hands. There are still a number of things you can do to keep yourself in the loop.

Start by clearly articulating exactly what it is that you want your logo to convey. Do you want it to be conservative or flashy, muted or bold, sophisticated or hip? Gather your thoughts in your head and then jot your ideas down on paper. Look at the logos of other successful businesses in your industry. Use them for ideas, but more than that, think about how you want to make your logo distinct from theirs. Then sketch some designs of your own. Make sure any text you might use is short, readable and not interrupted by design elements. Use few colors, maybe one-to-three, in simple shades. You’d be surprised by how expensive printing your logo can become if you use too many colors in obscure shades. Once you have a good idea of what you are looking for, start working with your designer. Exchange sketches and ideas as many times as you need to to create the logo that will bring in customers and boost your business.

Once you and your designer have created the perfect logo, it’s time to beat your customers over the head with it (figuratively speaking of course). Include the logo in each and every piece of communication possible—business cards, phone book ads, letterhead, envelopes, invoices, building signs, newsletters…you get the point. Associate the name with the logo until the two have become inseparable.