Comments on: Avoid a potential identity crisis with a well-planned logo project

By: Avoid a potential identity crisis with a well-planned logo project | Small Business Guide | Your another Choice For Life Begins From Starting A Small Business

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By: rob

rob — Tue, 15 Nov 2011 14:03:31 +0000

I know personally designing a logo is time consuming and difficult. It is best to hire a designer who does design work full time.

When you do receive a logo make sure it fits with an expanding business. Just like your business name it is difficult and expensive to change. Make sure you can live with design for five years or more. The logo becomes your business identity

By: Amber Wallace

Amber Wallace — Mon, 14 Nov 2011 16:27:06 +0000

Just posted this to Facebook. Nice discussion of why logo and identity matter. I do think this is important to consider right away.

I see Tim’s point, above, and understand the thinking there. Perhaps if you already have customers day one and are not marketing, having a logo isn’t first on your list. But what happens when you need business cards? You put something on them, whether some basic text or a placeholder graphic, you decide on colors and fonts. All of these start to make up the branding of your company.

Too often we meet with clients who had a cousin set up something in Word using clip art, and now that these materials (business cards, brochures, etc.) are out there, they discover it’s not how they want their company perceived. It doesn’t stand up to the competition. Or someone told them they didn’t like it. Whatever the reason, it’s not working, and sometimes (not always) it’s an embarrassment.

There is middle ground, I suppose — a startup could decide on a couple basic colors and fonts, use those for branding, and set a timeline on when to develop a logo. At least that’s still a planned approach.

Without a little thought and planning I think it’s too easy to have small decisions, seemingly unimportant decisions add up to create the style guide for the company.

By: Tim Orr

Tim Orr — Mon, 14 Nov 2011 15:04:20 +0000

With respect, I could not disagree more. A logo will neither make nor break a startup, but it can waste valuable resources of founders in fussing over what it should be and waste valuable startup funds in having it created. Many years ago, when I was in the design business, I counseled a prospective client to get their company identity clarified in their own minds and make some sales before worrying about a logo. I still believe that’s good advice.