Some wonder what’s so difficult about creating a good logo. They’re small, they look easy to do, so no problem, right? When you only see the result of a designer’s efforts, the logo creation can look like it was a simple task.

But, it’s not. A logo takes thought and creativity, and many elements combine to make a good one. You know that good logo when you see it. Here’s some of what goes into one:

Branding

Creating a logo that fits a business brand takes a great deal of consideration before the first line is drawn. A designer brings many elements together to capture the essence of the brand, blending it all into an image that will be everlasting through time, just like the business.

A good logo needs to to encompass the brand and marketing message the company wants to send to consumers.

Memorability

Unique and well designed logos are unforgettable. Some logos are too plain or not symbolic enough for consumers to easily associate them with the brand. How impactful is a white dot, for example? Now think of Google’s logo – big difference, right?

Memorability means that when a viewer spots the logo, he or she can easily recall which company, service or business owns that image. Think of the World Wildlife Federation’s panda, the “I (heart) NY” logo or the Olympic rings.

Aesthetically Appealing

A good logo is appealing, stirring emotions to heighten the positive image of the business in question.

An ugly logo is going to turn people off or attract the wrong kind of attention.

Usability

Graphics have to be versatile enough that they can be used in many different mediums. A good logo has to work well on the web, on letterhead, in print ads, and in video. Good graphic designers know that what looks great in a site banner might not work on a brochure or vice versa, so they carefully craft a logo that looks good no matter what.

Size matters. If a logo on the web has too much detail, reducing its size for a business card might give you nothing more than a blob.

Colors are a tricky element, too. RGB is very different from CMYK, for example, and they’re used in different mediums. Where RGB looks rich and vibrant, print colors may pale in comparison, losing some of their punch. A full-color logo may not translate well to black and white or grayscale, either.

Timelessness

A good logo withstands the test of time. It may need some touchups to keep it fresh and prevent it from looking dated our out of style, but that’s all it should require. Changing your logo when it already has memorability in place is bad for your branding. You want one logo that works for as long as it can.

Two good examples are the logos for the Betty Crocker and Aunt Jemima. Both have gone through quite a few facelifts over the years to stay up to date, but the integrity of the original logos hasn’t changed drastically, though both companies are over 8 decades old.

Other logos like those for major television networks in the United States (ABC, CBS, NBC) have been updated over the years, but you can still look at their logos from 50 years ago and recognize the similarities.

If you have a logo for your business, take a look at it. Does it pass these five tests? What are your favorite logos out there? Which do you hate?

Gee wiz…. if you want your own business to succeed, respond to email requests, it’s not that difficult !

How many of you have had the same problem?  Let me know how you have dealt with the situation.

The perfect world is unrealistic.  The perfect world is problably an impossiblity.  But managing your business to get to the perfect world is a good guideline.  The small business owner should only do those core activities that get and keep customers; do only those activities that give the customers what they want, when they want it.

Consequently, you must keep your busines lean and simple.   Any necessary activity that you, the owner, can’t do well must be done by someone else.  Any function not core to your business must be done by someone else.  Hiring others to do things is how you increase your span of work, how you get leverage.  Your leverage levers include delegation, outsourcing, consultants, outside experts, temp workers, interns and retired grandparents.

As much as possible, as much as affordable, use the leverage levers. 

Leverage yourself and your business to grow and to succeed.

How much business will you lose, what happens if a client needs support while you are away?

You know that you are in need of a holiday, but dread leaving your business unattended.

Did you know that a business babysitting service (a.k.a. Biz Sitting) is available for small business owners such as yourself?  The basics of the service are: answering the phone, handling e-mails and faxes and dealing with clients directly. You can enjoy your holiday with complete peace of mind whilst your clients are happy.

http://www.voyage.gc.ca/preparation_information/children_enfants-eng.asp