Most of the time you see that small businesses get logos that are just graphic images. They do not convey any message and are poorly thought out. Just because a business is small does not mean that their company logo design should be shoddy.

Every logo design should have a goal. You might argue that every logo does, other wise why would people get a logo created in the first place. I agree with that. “Goal” here means a message. The message of the logo should be aimed at a specific section of the audience - the so called “target market”. To do that you would have understand a few basic things.

First of all every company should have a core value system. Even if you plan on selling your company down the line. It is the core belief system that defines what the company. Even though companies are built for the purpose of profit, there are other factors also which influence the creation and nurturing of companies. Profit alone does not justify the passion with which companies are built and run. Every company should identify what these core values are. Yes, this does require a crucial business skillset. They should take a step back and take a long hard look at the various issues that motivate the company or its leaders. These factors are a very good indication of the kind of message the company logo needs to show in order to effectively communicate with the target audience.

A logo they say is like the face of a company. Some times it is the only thing that gives potential customers an impression about the company and either prompts them to do business or not to do business with you. To create the right impression you need to think of what the customer wants. Benefits are more important than features and it is these benefits that must be distilled and turned into a visual form and poured into your logo design.

Most people underestimate the significance of how a logo can effect the buying decision of customers. A logo can create the impression of trust or it can do the opposite. It can give the impression of a big company or it might may your company look shoddy and cheap. Put yourself in your customers shoes and see what would motivate you. Look at some of your competitor’s logos and see what they communicate to you as a customer.

Have an open mind and try to form an honest opinion. Does a competitor’s logo work well? Do you feel it makes you want to buy from them? If so then you should try and analyze what element of the logo design is creating this impression.

Look at your current logo and ask yourself weather the logo truly represent your company. Does it communicate any thing at all? Is it right for you target market?

One on the most important things that you need to know about your client base is that for a significant percent of him or her - this is luxurious hobby. That said; look at your boat finance logo. Does it reflect style? Does it reflect simplicity? Does it reflect responsibility? And most importantly do you even have a boat finance logo design? A logo design is one thing that can make your customer base without a lot of output on your part. Boat finance logos will pull your clients’ minds right back to your company when he finally makes that purchase that had been in the planning for a long period of time.

There are many barriers to overcome when financing a luxury item. Many of these obstacles come directly from the patron. Various misgivings range from mistrust to fear of the unknown. Having a logo design for your boat financing will show customers that you are a reputable company that is going to be around for a while. Companies that do not last in business are not very likely to spend the necessary time to incorporate a logo design into their advertising campaign or business plan.

Thus far we have been referring to the hobbyist with expendable income. What about those weekend boaters that have one lifetime opportunity at buying a new boat? How do you, as a boat financier, attract those consumers to your business? Once again, the logo design comes into play. These weekend sailors will have many of the same concerns, but more than that, these buyers will want a company that is local.

A business with a name and logo design that they can be remembered effortlessly. The financing should come easily. This customer should easily speak the logo design if not the name of you boat financing when asked who he wants to do business with.

Finally, think about those ‘good ole boys’ who buy used boats once every one – two years. How do you reach them with just a name? The answer is that you cannot do so. You must have an eye catching logo design to put out there for them to see your boat finance company. Having your boat finance logo design out there in the form of business cards, stationery and newspaper ads will plant your name in the minds of everyone.

When a consumer needs your boat finance company, although he may not have seen your logo design, someone he knows may have and will pass it along via word of mouth. This is an added plus of logo designs – they can be described with vivid details!

Whether you are trying to reach a hobbyist with expendable income or a one time buyer or a customer that purchases used every one – two years, having your boat finance advertised with logo design will enhance all revenue. The biggest advantage of a logo design is the ability to be around in the mind of people as long as people are around.

I came accross this video on YouTube that shows how hypothetically Microsoft might deal with their naming and branding excersise. This makes sense when you look at Microsoft products that line the shelfs at your local software store. They are so confusing and consumers really find it difficult to chose the right product. It is hillarious and does really demonstrate the difference between how Apple and Microsoft view branding.

PS: We too faced a similar situation in terms of how our brand and our services were expressed on our website. Our current website design (version 7) and service structure is a result of trimming out excess fat and needless graphics and design elements from the previous design. Here are a few tips to improve your website design. Prior to version 7, our website, brand representation and packaging was chaotic and directionless. Hopefully our new site design is step in the right direction.

Please do share your experiences with simplifying design and/or packaging.

I read a interesting post on Seth Godin’s blog on logos. Seth compares the 3 most popular logos of all time - Nike, Star Bucks and Apple and how much the companies paid to get those logo developed, to the ridiculous amount that went into developing the London 2012 disaster logo.

Seth says that if you are picking out a logo then you should look “an abstract image that is clean and simple and carries very meaning–until your brand adds that meaning”. I agree to a certain extent. But if you look at the average small business owner who is just getting started, spending time on developing a “brand” might be the toughest thing they can do. If they start out with a logo that is too asbtract or too simple with out any clear meaning or message then it becomes that much more difficult to start creating an impact with the target audience.

Take the case of Jason, one of our clients, who is launching a new “coffee roasting” business in Hamilton, Missouri. All Nite Roasters would be an interned based Coffee Roasting Company dedicated to absolute quality and service above all other things. They are seeking a very unique and strong image to distinguish their company from their competition. Being internet based their only retail presence will be their web site. It must be strong, professional, well executed. Even though they are not a million dollar company there is no reason not to put forth the best image that they can afford.

For Alll Nite Roasters, the logo would play an important part in communicating not only what they do but more importantly to stand out from other coffee roasting comnanies that are more “brick and mortar” and less of “100% online based”. All Nite Roasters is entering a niche market. If we started out with an abstract image in their logo that does not convey what they do - roast coffee - would mean that Jason would have to invest more time and money into trying to convery this message. Of course it could be argued that the company names explains what they do. But I am talking about boradcasting the logo on coffee bags for example.

We came up with this memorable logo with a coffee bean comet in a cup to instantly convey the meaning of “roasting”. The background night sky supports the name. Jason wanted to be different from the rest of the coffee roasting market. He chose a name that is definetly different and we created a logo that would definetly stand out. Here is another logo example of another company that actually sells coffee to the consumer.

Of course a company logo design also has to evelove and mature over time. Take the case of how Canon’s logo developed into it’s current form or how Visa overhauled their company logo.

Your logo design is the storefront of your business. You want your logo design to be unique, professional and represent your business as a reliable and dependable business.  Unless you are a professional graphic designer, do you feel you have the knowledge to design the logo of your business?  The answer is probably not; otherwise you would probably have your own logo design business.  So, why would you trust that you would be able to use free logo design service to develop the storefront of your business?

The fact of the matter is that a free logo design service designs logos that are very “cookie cutter.”  If you use free logo design software and your neighbor uses the same free logo design software, the chances are that your logos are going to look the same are very high.  Be leery of such software or services as you will not be able to design the professional and unique look that you desire.  You want to advertise yourself as professional, so it is best to use a professional logo service that knows the industry.  Just as you would hire a plumber to fix your toilet, you should hire a professional graphic artist for your logo design.

Online services that offer free logo design should be examined carefully.  Many services offer free logo design with website hosting packages or the purchase of other products.  Some of these businesses may be professionals and they may provide your professional services. Or may be not. You should investigate the service and see what they offer.  Most professional logo design services offer multiple revisions or packages with a set number of revisions and cost money.  Free logo design services may only offer you one or two ideas and you have to select from those.  They may not offer you multiple revisions and the first two may not capture the idea that you are trying to portray.

Remember to ask yourself a few questions when looking at free services.  Ask yourself why they would be offering it for free?  Most free softwares only offers a few fonts and pictures.  This results in all logo designs looking alike.  Also, you may want to research any services offering free logo design.  Are they offering this service because they’re a nice company or person or are they offering it because they are just getting started?  If they are offering free logo design because they are just starting their business ask to see a portfolio or at least a few samples.  This will give you an idea as to what their work looks like and if it appears professional or not.

Remember, if you want a professional logo design go to a company that specializes in logo design.  You may have to pay for the logo but it will be well worth the money that you pay and will give your business a professional appearance.