Logo
Your Logo Is Your "chop"
In Chinese culture, business owners use a "chop" - a pictograph stamp - to validate who they are documents used for commerce. In western society a logo has a similar function. It identifies your company visually and, if done well, conveys a value or benefit to the viewer. Often it becomes the visual platform for your brand. This makes the choice and creation of a logo something that is important and should not be created casually.
The logo and the logotype.
A logo is generally a purely graphic image or "mark" that represents your company. A logotype is a character-based mark. It is generally a good idea to have both - to have a graphic mark but also a way to represent your mark in type.
Developing the logo.
It's difficult to suggest what a logo should be. That's a very subjective task. But here are a few useful suggestions:
- It should be created by a graphic artist or designer. A skilled graphic artist will ensure that the final artwork is usable in any form or size. True, it won't be free but it doesn't have to be expensive; it's a great project for a 2nd or 3rd year graphic artist trying to pick up a little extra cash.
- Start with black and white. If it doesn't work in black and white, it definitely won't work with color.
- Avoid fine details and gradients of color. Both of these are difficult to reproduce reliably in print or in small sizes.
- Keep it simple. Don't try to achieve too much. Some of the best logos in the world are very simple (e.g. Apple Computing).
- Make sure it is usable with and without a tag line. A tag line is desirable if you're new in business and you need to educate consumers about what you do or don't do.
- Make sure it is flexible. Logo's have to work in both horizontal formats (e.g. envelopes) and vertical (e.g. letterhead) and the colors have to work in print and on the web. This often takes real thought to ensure a completely flexible logo.
Developing the logotype.
Often, development of a logotype is easier. Words are words. But the font, arrangement and color in which the words are displayed offer more versatility than you might think. A few simple suggestions include the following:
- It should still be created by a graphic artist or designer. A skilled graphic artist understands fonts. There is a world of difference in what word will convey when display in Helvetica versus Trajan fonts. A graphic artist will understand this immediately.
- Start with black and white. Same deal as with logo's, if it doesn't work in black and white, it definitely won't work with color.
- Keep it simple. Don't try to achieve too much. Some of the best logotypes in the world are very simple (e.g. IBM).
- Make sure it is usable with and without a tag line. Even with a logotype, a tag line is desirable if you're new in business.
- Make a non-standard modification to the type. Modifying the type just a bit can make the difference between the resulting logotype being trademark-able or not. often this is only a question of extending a letter (e.g. dropping the loop of a lower-case 'Y') or overlapping or extending the spacing. These little modifications make your mark unique.
Using the logo or logotype.
The key issue with both logo and logotypes is that they be used consistently in the same manner. This means that size, use of color versions, location on the page and other factors should all be consistent. Large corporations often publish a guide for how their marks can and should be used. It's a good idea for the small business owner to do something similar.
You developed it, now protect it.
Your marks are an asset. With good management and husbandry, your marks will become an important part of your marketing communications. Therefore, protect them like an asset - trademark them immediately. In the U.S. (and many other countries) this does not mean that you have apply and register the mark with the U.S. Patent and Trademark Office. Simply adding a 'tm' next to the mark and asserting your ownership of it with a "XXX is a trademark of the Mumblefritz Company" on the printed or Internet piece is sufficient. The trademark becomes effective the first time it is used in commerce. It is important therefore that you make a record of the first time you have done so. Later, when you are confident of retaining the mark, get it registered. A patent or intellectual property attorney can help you achieve this.
