| You have just opened your business and | | | | purpose. If you are a small, local |
| are about to place your first ad in the | | | | business, with customers located within |
| newspaper or Yellow Pages. The rep asks | | | | your city, having a logo probably serves |
| you if you have a logo. Gulp. A logo? | | | | no real purpose, other than giving you a |
| You panic and realize you have to have | | | | unique identity. If you do a lot of |
| one and fast. After all, every business | | | | mixed-media advertising, such as TV, |
| has a logo and look how successful they | | | | radio, and newspapers, the logo can help |
| have become. Check out Coke, Microsoft, | | | | tie your promotions together and create |
| Honda, Wal-Mart, and the list goes on | | | | a branding awareness. For example, if a |
| and on. So you grab the local directory | | | | business called, "Party Heaven," uses a |
| and pick a graphic designer or ad agency | | | | red balloon with angel wings on it's |
| and get moving. Thousands of dollars | | | | signage, it's smart to carry that logo |
| later, you present the new logo to your | | | | through all it's advertising. Also, a |
| ad rep and are well on your way to | | | | company with a national scope that has |
| success, fame and fortune. After all, | | | | multiple locations or a country-wide |
| now you have a logo.Let's back up. Take | | | | franchise, needs to have a consistent |
| a look at the process where a business | | | | theme that's aided by a well-conceived |
| is born and think about the timeline. | | | | logo and color scheme.But the local |
| When Bill Gates began tooling with | | | | plumber or air conditioner repair |
| operating systems for Microsoft, did he | | | | service mostly likely doesn't require a |
| begin by designing a logo? If you look | | | | cute or complicated logo, to satisfy |
| at the first Coca-Cola logos, you | | | | their customers. They can simply market |
| wouldn't even recognize them today. | | | | and offer good service to build their |
| Other companies simply resorted to their | | | | client base. Especially when there are |
| initials such as RCA, IBM, or UPS in a | | | | hundreds of plumbers, all using a wrench |
| slightly distinctive typeface. You see, | | | | or pipe as a logo in the Yellow Pages. |
| their focus was actually on the | | | | There obviously must have been a run on |
| business, rather than the public's | | | | clip art that day. I knew one that |
| perception. Later, they would hire | | | | actually used a toilet with something |
| advertising agencies to do the promotion | | | | dark floating in the bowl in their ads. |
| and, if warranted, promote their | | | | Ergo, a lousy logo can actually hurt a |
| logo.Can a logo build a brand and make | | | | business's image.So, to summarize, a |
| the company more money? Of course it | | | | logo is something that derives a |
| can. Branding is a huge business in | | | | well-implemented business plan. It can |
| itself. It's been proven in surveys that | | | | enhance and establish the company's |
| people remember certain logos better | | | | image. But it shouldn't be relied upon |
| than past Presidents or world capitals. | | | | for attracting customers or making up |
| But these international symbols took | | | | for a weak product or service. After |
| time to be established and the company | | | | all, when all is said and done, it's |
| became successful on its on merits | | | | still a miniature piece of artwork. You |
| first. They built a following and | | | | can look at one of my creations by going |
| customer base before marketing the logo | | | | to and check out their logo. It's the |
| as their representative. If Nike had | | | | lamp of knowledge and well known to most |
| begun with their stylized 'V' followed | | | | nurses. In the meantime, consider your |
| by their slogan, 'Just Do It,' how would | | | | business and what a logo can do for you. |
| anyone know what they were selling?I | | | | And if you're a plumber, pipe |
| have been an advertising consultant to | | | | down.Jeffrey Hauser's latest book is, |
| thousands of businesses and designed | | | | "Inside the Yellow Pages," which can be |
| hundreds of logos. I've never seen an | | | | viewed at was a sales consultant for |
| awful business made better with an | | | | the Bell System Yellow Pages for nearly |
| award-winning logo. Conversely, I've | | | | 25 years. He graduated from Pratt |
| seen many successful businesses that | | | | Institute with a BFA in Advertising and |
| thrived for decades without any logo at | | | | has a Master's Degree in teaching. He |
| all. Most of them used their name in a | | | | had his own advertising agency in |
| variety of type styles that were easily | | | | Scottsdale, Arizona and ran a consulting |
| read and, instead, communicated the | | | | and design firm, ABC Advertising. |
| nature of the company. "Fred's Fine | | | | Currently, he is the Marketing Director |
| Custom Homes," or "XYZ Creative Web | | | | for thenurseschoice.com, a Health |
| Design," still gets the message | | | | Information and Doctor Referral site. |
| across.It all depends on your market and | | | | |