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Today I met a prestigious businessman while I was out at lunch. His overall appearance seemed to demand respect and authority. We ended up sitting together, and began talking. He told me about how he owns a significant amount of buildings, businesses, real estate here, travels there, loads of money, blah blah blah, etc. This man really seemed to be put together. Then he passes me his business card. I have to look at his logo four times before discovering that the blue goat sitting on top of the “L” was just the designers’ way of uniquely dotting the “i”. The kerning was poor, which made one word look like two. If that wasn’t bad enough, the entire image was surrounded by a dreadful, dark drop shadow. Everything that this man represented was supposed to be displayed on this card, and all I could see was this badly designed piece of paper.
It is very important to start your business off on the right foot with a SIMPLE, UNIQUE, and RECOGNIZABLE logo. Many people do their own marketing materials or get inexperienced friends or relatives to do it for them. The unfortunate outcome is that even though your business may be the best in town and you truly have something unique about it, people will never know it. Many people these days take one look at a logo, business card, or website and make an assumption of what the company is like. A badly designed logo can make your company look cheap, unpolished, and inexperienced.
A logo is a part of something bigger. It is part of a brand and represents what your company stands for. It is an extremely important first step in promoting your business that many people overlook. It is best to choose a design firm or an individual experienced in logo design to create one for you, but only after viewing their portfolio to get an idea of the kind of work that you are paying for. Always remember that a good logo creates a long lasting impression in your customers and may be the difference between success and failure for your business.