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Building a brand is all about your customers. It only makes sense that your personal logo would also be about them. And what do people love to look at more than themselves? Including faces and other human forms in your small business logo can make you look like the more personal, people-friendly choice. However, there are a few things to consider before having this type of logo created.

  • Choose a style that can be made a central part of your brand. Before your logo is created, you and your logo designer or branding consultant need to make some tough choices regarding your personal brand. This brand will set the tone for your logo and give you an idea of whether a ‘personal’ logo design is the right choice, and if so, what type of person should be the center of the design. A vintage, cameo-like profile is very different from a cartoony figure, and these images communicate very different personalities and philosophies. Consider what images your customers will identify with.
  • Tie into your industry. One of the downfalls of logo designs bearing the human form is that they often don’t relate closely enough to the industry being represented. This can create brand confusion and actually damage the business, even if the logo is quite beautiful and appealing. It’s important to tie in into your industry and your products in some way, even if it is subtle. Your personal logo design lets your customers know what to expect from your business, so there is no room for error.
  • Reach out to customers. Your customers need to see not just a person in the logo, but themselves. Make sure the human in your design is someone that your target audience will identify with, in age, gender, and style. However, avoid creating a humorous image or caricature. No one likes to feel that a company is making fun of them. You can get edgy with your image if your audience is also edgy, but keep the subject appropriate for the people viewing it.
  • Think outside the box. You don’t have to use an entire human form; just a relevant body part or two will do the trick. Even a single garment or accessory—think a hat, a show, or a pair of sunglasses—can convey personality and say a lot about the imaginary person wearing them. These and other tricks can help you reap the benefits of a human image without being cluttered or veering off-topic.

One benefit of using a human face or form in your personal logo is that this image can become an imaginary spokesperson, or mascot, for your business. If your customers identify with the image, it will make them much more likely to patronize your business on a regular basis. However, it is important to have this image professionally designed and to make sure it is a relevant part of your brand. The human body is one of nature’s most attractive forms, so don’t be afraid to use it in your company’s graphic designs.

Mash Bonigala

Mash B. is the Founder & Creative Director of Logo Design Works. Since 1998, Mash has helped thousands of businesses express their brand messages through creative and award winning logo designs.