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Your logo sets the tone for your business and can serve as the cornerstone of your business's brand. Like your name, it is a first point of contact between sellers and buyers, says Mike Crawford, president and founder of M/C/C (www.mccom.com), a Dallas-based marketing communications agency serving technology-oriented businesses. Here he offers points to ponder when planning your logo.
Before you design a logo, you need to know what you want to say about your company. "We have a long list of questions to determine the company's personality," Crawford says. "We understand what they want to do, what is their differentiation, their point of advantage, is it a spin-off? Based on their answers as well as their target audience, we will determine the design of the logo."
For example, the logo for a company selling dress shoes will have a traditional look as opposed to a hip, contemporary feel for a company making snowboards, he says.
Let future branding play a role in the design process right at the beginning, Crawford says. You will live with your logo for many years, so invest time and resources in its design and avoid whimsy or an excessively trendy look.
Crawford suggests matching colors to your image and audience. As an example, he cites his firm's logo for Raze Technologies, a client that developed a unique form of wireless communication. Its logo uses the primary colors red and yellow to represent a breaking down of communication barriers. On the other hand, a product for older people may call for conservative hues, such as dark blue and black, Crawford says.
Crawford strongly recommends outsourcing the design of your logo. "[You] are in the business of creating a product or service, not in the business of designing a logo," he says.
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