Your Business’s Image May Depend on Your Corporate Logo

Corporate identity may seem like a high-level problem for medium- and large-sized corporations, but this cannot be farther from the truth. In fact, at the risk of sounding biblical, each business is created equal. In other words, big or small, each is considered its own, separate legal entity. Just as each individual has its own birth certificate, each business has its own Articles of Incorporation establishing its “birth.” And since each business is considered its own entity, would it not stand to reason that each business have its own face or personality? All Fortune 500 companies have their own face and personality, which appear in the shape of a corporate logo.

Building or developing a persona for a business seems to elude most business owners who may not be interested at all in thinking up a name, brand, or corporate logo. These types of businesspeople typically rely on heavy word-of-mouth referrals and count on this type of activity to furnish a steady stream of revenue. Although these types of sales offer the lowest-resistance opportunity available, it does not guarantee that such sales will not cease or at lease slow in the future. When and if this happens, all a business can be left with is a name, which is usually stickered onto a door or side of a vehicle.

To develop an image for your business, the typical first step might be to design and adopt a corporate logo. While some business owners might enjoy the chore of creating a corporate logo for their business, many more cringe at the thought. After all, most people can identify a do-it-yourself logo. But for owners who insist on creating their own corporate logo, we recommend seeking the opinion of a third party. Former clients and network colleagues who have no interest in your business might be able to offer honest opinions of your in-house corporate logo design.

Perhaps the easiest way to obtain a professional corporate logo is to hire a professional. These professionals will create your design from scratch. The process typically begins with the business owner completing what is known as a creative brief, which outlines the business’s area of focus or industry, as well as some of the owner’s preferences and ideas. While not a difficult task, we recommend that business owners take the time and care to accurately and honestly complete the brief in order that the designer might get a true feel for the business’s personality.

Next, the designer drafts the logo. While it may seem a simple process with the designer following the creative brief in the same way a chef might follow a recipe. After all, the designer will draw on the creative brief information to illustrate a sample of logos that fits your company specifically. The aim will be to exceed your expectations with more than one logo.

Lastly, a decision for a final logo will need to be made based on the sample. With your final logo sample chosen, a few final tweaks might take place and you will then be prepared to incorporate the corporate logo in everything related to your business, from invoices to business cards to signage.

Providers and prices range from low- to high-end, from free all the way up to $5,000 or more. Unfortunately, the corporate logo quality often has a linear relationship with the price paid, but when you consider the longevity of your business it stands to reason that you might be better off paying a little more for your corporate logo.

Quote Stork Solutions endorses high-end logos by a company called LogoWorks. Surprisingly, their prices start $299 which would suggest low-rate quality. Even their turnaround times suggest sub-par product. However, by clicking our link and visiting their gallery, you will see that even at $299 LogoWorks provides a quality product. Their creative-brief process is rather involved, which is in line with their superior design quality. In addition to logos, they can provide stationary with your corporate logo printed on it as well (e.g. 1500 business cards for $150). However, keep in mind that these services may be cheaper (albeit more time consuming) through your local printer or Staples store. A cheaper alternative to LogoWorks is a company called VistaPrint, which walks you through the logo design process. Their logos can be had for free if you buy other stationery products through them. Otherwise, you can download your logo for under $25.

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