It’s true that people will remember you based on the work you do on the job from start to finish. But before you can get the job, first impressions matter and that includes visual elements that help you stand out from others the prospect may be considering. That’s what makes developing a good logo important.
We know what you’re thinking: “How much $$$ is that going to cost me?”
Thankfully, there are new services popping up to make getting a logo from a professional designer easier and more affordable. One example is Fiverr.com, in which you can have a logo designed starting at $5.
So getting a logo is more cost-effective than ever and we know that having someone say, “Hey, nice logo,” when seeing your business card can be more powerful than it would initially appear to be. But how do you know what makes a better logo than a mediocre one?
Remember that it has to feel like a logo that you haven’t seen before.
It’s perfectly fine to have many types of logo styles out there that you admire – and truthfully, sharing these logos with a designer could be immensely helpful to them and to the results you’ll get back from them. But after you’ve shared those examples, you don’t want to see a total mirror image of another logo either.
It’s got to feel like yours: An ownable design with the kind of type and colors that align with the rest of your brand – in short, something you’re proud to represent you as the very first visual element that a customer can point to. It’s going to be everywhere a customer can potentially find you.
If this logo is the very first design element of your entire brand, think about how comfortable you’d be with certain type styles, color schemes and shapes. Do certain colors seem less masculine to you? Are there type styles that you don’t like because they’re challenging to read? These are good things to express to your logo designer to save the both of you some time. The more you can think and convey what you like (and don’t like) upfront, the smoother the process will go.
Also, some people try to force their logo to say too much about their business. In reality, a graphic design in itself may be difficult to accomplish that, but having a descriptive font below that design that’s easy to read and complements the image above it can do the job. Yes, Apple has an apple for a logo, but not every business is going to be that easy – particularly service-based ones like yours.
Finally, err on the side of keeping it professional in feeling. You’re aiming to communicate a sense of credibility and build trust, so an image that can come off as too playful may not be appropriate for someone in the refinishing trade, for example.
Good luck and enjoy the process. You’re on your way to making an investment in the kind of visual reminder of your business that may appear like a minor detail now but is a big step toward making a first impression.