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A logo is one of the most important marketing tools of your business. There’s good reason for the well worn saying, “A picture is worth a thousand words.” It is.

Think about the logos you recognize well… the Mac apple, the golden arches of McDonald’s, even the Playboy bunny are symbols that bring the brand instantly to mind. 

So when it comes to creating (or updating) a logo for your business… where do you start? Unless you’re a competent designer yourself, a professional graphic artist is a wise investment when it comes to getting the look you want for your business. Skimping by using clip art, or other variations of tired visuals will end up making your company look run-of-the-mill; copying another’s logo is also trouble, defeating the whole purpose. The logo is supposed to be unique — unlike anything else.

What’s more, if it doesn’t already, your logo will appear on everything — business cards, company proposals, stationery and checks, promotional products. The logo and your business must be associated with each other, time and time again, in every way possible, to cement the connection in the minds of prospects and customers who see it. 

Marketing experts recommend seven “musts” for a logo…

1. It must have immediate impact — reach out and grab your eye.
2. It must have the look and feel of art, appealing to the eye.
3. It must work in all sizes and media, from a business card to a building sign.
4. It must evoke a positive feeling.
5. It must accurately represent the organization or type of buisness.
6. It must be memorable.
7. It must wear well over time.

Of course to make your logo become the image of your business takes time and money. All the logos we know so well today have had years of advertising and packaging to build up our awareness. To do this for yourself, you’ll need to have a quality logo and use it everywhere — in every newspaper or yellow pages ad, on every bit of paperwork, on your vehicle… even the pens in your office (that seem to “disappear”) must carry that image. 

If you have a logo already, think log and hard before you cast it aside and start anew. Sometimes all that’s needed is an update, as has been done with the Coco-Cola logo over the years. It’s evolved rather than changed like rival Pepsi’s. A skilled graphic designer can evaluate your present logo and make suggestions on ways to update your look.

To find a qualified graphic designer, you can look to online freelance services (guru and elance are well known, or you can use other online resources), or place an ad in your local version of craigslist. Look at the designers’ work and choose one (or a few) whose samples you like and set aside time to interview each. Be ready to answer any questions the designer might ask about your logo, its history and how you use it today.

You’ll want be sure to ask…

• How much experience do you have designing logos?
• Will the artwork you provide be able to be sized to fit different uses?
• How long will this project take?
• How much will it cost and what are your payment terms?
• How many versions of the logo will I see?
• Will you give me the logo in both print and electronic form?

Working together with an experienced and talented graphic designer, you can have a logo that truly works for your business. Distinctive. Funky. Professional. Whatever look you need, your business logo should be your own… an image that brings a sense of pride and ownership and that delivers a positive, memorable image for years to come. 

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