How and why to choose a good logotype?

The smallest companies and even private people need a logo of their own. It's worth spending money on it, as the one that is wrong chosen and a sorce of dubious associations may turn out a disaster.

A good logotype is invaluable in company promotion. Take a short look at the list below. Logo is the power:

However, logo is important not only for the biggest gamblers. In internet era everyone needs one. It's a good idea to have your private site or blog decorated with your name writen with a right font and graphic sign adjusted.

It's a common practice that small companies save money on logotypes: 'Why now? Let's do it later, when we have enough to afford promotion spendings'. In the meantime clients form their opinion about a company in the very begining of its activity and they base it to a large extent on the sign.

A homemade logo will discourage them. 'How on earth can a shop with such a logo sell good-quality products. I bet Coke tastes worse here than elsewhere'.

How to do it?

How do you choose a logotype that everyone will remember and that will trigger positive associations? Here are some useful cues that we've found in the internet.

1. First of all think what's your company mission. Try summarize it in one statement.

2. Take a closer look at your competitors' logos. Your one should stand out.

3. Figure out the meaning of shapes and colors. Is your company to be perceived as serious and trustworthy or creative and spontaneus. Remember that your logo should look well in black and white (photocopies and faxes). Don't use too many colors three is enough and enough is enough.

4. Find a good, creative graphic designer or some of them. Don't grudge your money a good logo will work for you for many years.

5. Tell them what your business is about and what are the main advantages of your company that the logo is to communicate.

6. Collect as many drafts as possible. Remember a good graphic designer will show you a couple of ideas. Don't accept 'the one and only solution'.

7. Show the project to as many people from many different walks of life (your friends, family) as you can.

8. Ask the designer to include changes suggested by them.

9. If the result still doesn't satisfy you, go over it again and again.

10. Make sure the designer has transfered all author rights to you in the agreement.

11. Start promoting your logo wherever you can.

And last but not least, bear in mind that if your business has nothing to do with sex you should shun anything that can bring it to mind. People will figure it out anyway.