Logo Pitfalls or
So, You Want To Be An Artist

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Logo Pitfalls or So, You Want To Be An Artist

You just got bit by the artistic bug and want to try your hand at designing your new logo or some corporate collateral material-don't. Your corporate image is not a do-it-yourself kind of project. Too much rests on the finished product. Resist the urge and use a professional graphic designer.

Your logo design needs to accommodate many different tasks. It has to convey your company's focus, and it must be easy to read, eye catching, easily recognizable, timeless and, if all the planets align correctly, memorable to both your clients and your prospects. With all this riding on your logo and supportive materials, it's important to make sure the material is designed properly the first time.

If not, you may find yourself changing your logo every two or three years. And what kind of an impression does that convey to your clients and prospects? You may justify all the different changes by claiming to be a fluid type of company, or on the cutting edge. But your prospects may view it differently. They may see the continual changes as a sign of uncertainty, instability or a lack of confidence. Why take the chance?

It's Worth The Expense

Don't let cost sway your decision to use a designer, either. Sure, the initial cost may seem expensive than if you designed it yourself, but look at how you are going to use your new logo. It will be on your business cards, letterhead, envelopes, brochures, sales flyers, web site, banners, trade show booths and wherever else it is advantageous to your business to display it. If you don't spend the money now to do it right the first time, how much will it cost to change all those pieces in two or three years, and then maybe two or three years later?

Here's How To Put Your Artistic Talents To Work

You won't be designing your new logo, but you will be making the final decision. When you hire a graphic designer to redo your logo and corporate image, he or she will provide you with several ideas and iterations. Bring your artistic talents to bear when critiquing and fine tuning the design.

· Be sure the logo meets your objectives and conveys the image you want.
· Be sure the logo works well with all the material and uses you have planned.
· Be sure the logo works well both in color (if you are using color) and in black & white. Color can be a great attention grabbing instrument, but it doesn't fax well. You will probably be using your logo on your fax cover sheet so see how it works in black & white. (While you're checking, see how it looks after you've run your logo or stationary through a copy machine.)
· Trendy is nice, but trendy falls out of favor quickly. What you want is an image that can stand the test of time.

Finally, make sure you can get your logo graphics in a useable format. In all likelihood, especially if you have an artistic streak within you, you will be creating some of your own materials-fax cover sheets, reports, etc.-that you will probably generate from your computer and printer. Be sure the final design is compatible with your computer system so you can use it easily.