The Tribune

By Deidre M. Bastian

“Does my business need a logo?” Whether you are just starting a business or your business is well on its way, this question may have popped into your head more than once. The answer is totally yours, as you know your market and your plans for your business better than anyone else.

Before deciding whether or not to create a logo, ask yourself one of these questions: How would a logo benefit my business or, in other words, would a logo amplify my overall purpose? Also, how would this logo compete with my competitors? If, after answering these questions, you are still not certain, know that a logo sets the tone and gives your business personality, adding polish to all of your marketing items.

Being able to place a crisp, good looking logo on all of your company’s promotional and administrative materials is the first step towards creating solid brand recognition. Wouldn’t it be nice to have people ask for t-shirts with your company’s logo on them?

Be that as it may, I think a logo is one of the many services a good graphic designer can provide to a small or large company that is looking to make an impression on the marketplace. Nonetheless, to understand what a logo is, we must first understand what it is used for.

Specifically, a logo is used for identification. It identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly, nor rarely does it describe a business. Logos derive their meaning from the quality of what they symbolise, not the other way around. They are there to identify, not to explain.

In a nutshell, what a logo means is more important than what it looks like. To illustrate this concept a little more, think of logos as people: We prefer to be called by our names; Edward, Michelle or Peter, rather than “the girl with blonde hair who always wears pink”.

In the same vein, a logo should not literally describe what the business does, but rather identify the business in a way that is recognisable and memorable to its customers. Accordingly, it is important to note that only after a logo becomes familiar does it function the way it is intended. Much like how we ought to learn people’s names to identify them.

The use of logos as trademarks goes back to the early Renaissance days in the 13th Century. Notably, one of the earliest logos anyone will remember is that of the dog Nipper sitting in front of a photograph and listening very attentively. The motto “His Master’s Voice” is part of that logo.

Research reveals this logo made its debut in 1910, and you will probably ask if it is still in use. You bet it is! RCA, which took over the Victor Talking Machine company in 1920, still uses Nipper to hawk its products.

Subsequently, I was told that this new generation can immediately recognise the Golden Arches of McDonalds a mile away before they even learn to talk. For this reason, a logo must be both powerful and memorable, so as to provide an advantage over its competitors. However, let’s take a glimpse at some factors that can make a booming logo.

• Simplicity: A simple logo communicates a message clearly and provides the best solution for reproduction and readability. It is often easier to recognise than one that is complex. Therefore, decide how conservative and stable the company wants to appear.

• Memorable and Engaging: Distinctive features are necessary to engage the audience. When viewing a logo, your audience should instantly recognise it, interpret the message, distinguish you from others and, most importantly, remember you.

• Colour: A logo must be successful in black, white and any colour, and should be readable in any format. While attempting to choose something colourful and intricate, remember that multicolour printing can get pretty expensive. Subtle shading can disappear when translated to black-and-white or reduced to a smaller size.

• Scalable: A logo should work at any size, as the client may perhaps wish to use the logo design on a pen or a billboard.

• Cross-Media: A logo should work on a variety of media, such as websites and print, but remember that it should have a faxable version as well.

• Timeless: Strong logos not only brand the identity of a company but stand the test of time. Even though logos might be altered over time, they should remain recognisable despite modifications. For example, Nike’s logo, which was originally created for just $35 years ago, has quite a bit of history. It is certainly one of the most recognised icons in the world. It is hard to believe that the owner didn’t quite approve of the swoosh design in the beginning. However, the logo looks quite good on shoes, shirts and commercial billboards.

If you own a business, you are not an average person. By the same token, if you are a professional your logo should be professional, as it is a direct reflection on you and your business. People see it and think: ‘This business is established’ and feel comfortable about doing business with you.

By and large, with everything moving so quickly, the question of needing a logo should never become an option for any business that wants to thrive. Your business logo design serves as the cornerstone for your brand, so have it done professionally the first time. Until we meet again, fill your life with memories rather than regrets. Have fun, enjoy life and stay on top of your game.

NB: Columnist welcomes feedback at deedee2111@hotmail.com About the Columnist: Ms Bastian is a trained Graphic Designer with qualifications of M.Sc., B.Sc. and A.Sc. She has trained at institutions such as Miami Lakes Technical Centre, Success Training, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.