Entrepreneur’s Journal: Putting together a cool logo — and building an enduring brand
Posted by: in Small BusinessFiled under: Hewlett-Packard (HPQ), FedEx Corp (FDX), Small business
Recently, FedEx Corporation (NYSE: FDX) ditched the Kinko’s brand name for its stores — and took a $891 million charge against earnings. Instead, the new name will be FedEx Office.
While the Kinko’s brand was powerful, it wasn’t enough for the broad services offered by FedEx. What’s more, I’m sure FedEx spent millions on coming up with its new branding strategy.
It’s a good lesson — and something to take into account for your own business. In other words, does your logo help or perhaps injured your efforts?
Actually, you don’t have to spend huge amounts for a logo. There are a variety of inexpensive on the internet services that help create professional designs, such as Hewlett-Packard Co.’s (NYSE: HPQ) Logoworks (also, the company is chipping in for a logo contest for reader’s of my column, which is described below). You can also find some good books, such as Logo
So, let’s take a look at some pointers that can help out:
Colors matter: It’s common to make a logo too colorful, which can make things distracting. Or, it may clash with your printed materials and website. Besides, it can be pricey to have lots of color.
What’s the image? Hey, if you have a dollar store, you want a logo that connotes value and affordability. In other words, stay away from fancy designs. Of course, you would probably do the opposite if your business focuses on luxury or premium services.
However, the temptation is to design a logo that appeals to you — not your customer.
Something else: Don’t get obsessive about the logos of your competitors. Instead, try to differentiate your logo from the crowd. (For fun, you can test your own logo savvy with AOL’s company logo quiz).
Stay on point: Do you really need to have “Inc.” or “LLC” in your logo? Probably not. You’re logo is valuable space; thus, don’t waste it on things that don’t add value.
A professional logo states that you’re serious: Don’t have an amateur design a logo. The lack of quality will be a turn-off for customers.
Rather, look for a designer or a specialized service (such as Logoworks). They understand color theory, branding, and design principles.
And finally, a logo contest: The folks at Logoworks are offering a free logo design (which has a value of $399). The rules include:
- o. To enter, submit a comment below about why you want a logo. Also, mention what your goals are for the logo, and be sure to leave your name.
o. The comment must be left before Saturday, June 15, 11:59 p.m. Eastern Time.
o. Open to legal residents of the 50 United States, the District of Columbia, and Canada (excluding Quebec) who are 18 and older.
o. You might enter one time only.
o. One winner will be selected in a random drawing.
o. One winner will receive a free logo design from Logoworks (valued at $399).
o. Click here for complete official rules.
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