How to Develop Your Logo

Never underestimate the value of a good logo. Nike has parlayed their trademark "swoosh" into a multi-billion dollar company asset, and some Harley-Davidson riders are so loyal, they've had the logo tattooed on their skin. Well designed (and then well promoted), a logo can communicate your competitive edge and, in time, convey the whole of that competitive edge merely by its presence.

So, where to begin? Sadly, too many small business logos are simply pleasant designs attached to a business name in a standard type font and color. Try to push beyond that.

The first job of a logo is to communicate, so if your company name is Speedy Delivery, incorporating elements such as speed lines, rocket exhaust, a stopwatch or the wings of Mercury is entirely appropriate.

Many logos incorporate a symbol (known as a "bug") with the company name adjacent in a complementary logotype. Nike is a good example of this. So is Mercedes and Arm & Hammer Baking Soda. Other logos incorporate the name into the logo. PetSmart, MTV and FedEx are examples of this technique. Unless the bug you choose is very distinctive, give preference to the latter technique so you have the impact of the logo and business name every time it appears.

A distinctive shape that can be recognized at a distance will be an advantage to you. And speaking of shape, a shape near square or round will be the most flexible in its later use. If you have a logo that's too horizontal, it could become too small to read if used in a narrow space. That restricts - or increases the cost of - all your future media buys.

Make sure you look at your logo candidates in a variety of sizes from very large to very small - signage to business cards. Make sure it works in black and white (not every opportunity to use your logo will be in color), and make sure it can still be read if faxed or photocopied.

Finally, seek professional help. Print shops and publications may offer to typeset your business name or design your logo for free when you place an order, but that's usually penny wise and pound foolish. Your business deserves the commercial insight, artistic judgment, and independent counsel that you can get only from an experienced marketing professional.

This month's columnist is Phil Soreide. Mr. Soreide is a 30-year business-to-business advertising veteran and an associate of Wise Women Communications.