Branding & Logos

Make your branding separate you from the rest

Why do small businesses need a logo? Why can’t they just market using their company name? Logos are expensive, right? Can a small business owner really afford to get a logo? Or at least a good logo? Lots of questions. Some that I’m sure you’ve pondered yourself at one time or another.

All businesses should have a logo. You need a graphic element that captures the essence of your business and communicates an idea to your prospects and customers – a mark that can lead the look and feel of all of your marketing materials.

You only have a split second to grab someone’s attention. You need to make the most of that time. A good logo can communicate a message or intrigue a prospect to want to find out more.

Your logo is the face of your company; it is what makes you stand out from the competition. When people see a logo, they need to instantly know what it is and who it belongs to. Logo design should be clean, simple and a universal representation of who you are and what you do. This means that your company logo is quite possibly the single most important entity when developing a recognisable identity and brand, as well as increasing customer awareness.

Many small and large business owners do not realise or understand the importance of a carefully and professionally designed logo. A logo forms the basis of your entire business identity and image. A logo design should also stand the test of time and be able to reflect the corporate image, not just now, but well into the future. This means that the design of the logo should be given serious consideration throughout all stages of development to accurately reflect the core focus of your business.

Should a logo be self-explanatory? It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. A logo derives its meaning and usefulness from the quality of that which it symbolizes. If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.

∼ Paul Rand

A logo should be:


A simple logo design allows for easy recognition and allows the logo to be versatile & memorable. Good logos feature something unique without being overdrawn


An effective logo design should be memorable and this is achieved by having a simple, yet, appropriate logo.


An effective logo should be timeless – that is, it will endure the ages. Will the logo still be effective in 10, 20, 50 years?


An effective logo should be able to work across a variety of mediums and applications. The logo should be functional. For this reason a logo should be designed in vector format, to ensure that it can be scaled to any size. The logo should be able to work both in horizontal and vertical formats.

Ask yourself; is a logo still effective if:

  • Printed in one colour?
  • Printed on the something the size of a postage stamp?
  • Printed on something as large as a billboard?
  • Printed in reverse (ie. light logo on dark background)


It is also important to state that that a logo doesn’t need to show what a business sells or offers as a service. ie. Car logos don’t need to show cars, computer logos don’t need to show computers. The Harley Davidson logo isn’t a motorcycle, nor is the Nokia logo a mobile phone. A logo is purely for identification. For further evidence of this – 94% of the logos of the Top 50 brands of the world do not describe what the company does.

Starting and running a business is almost always a complex, risky, and daunting exercise. The belt is always tightening, and costs are always creeping up, this means that many business owners try to reduce their costs, especially when starting a business. In most cases this results in a poor quality logo designed without meaning or forethought. This is a mistake, as a company logo is going to be seen wherever your company has a presence, this means on stationery, business cards, invoices, signage, vehicles, products, uniforms, advertising and all other marketing material. As you can see, your logo is everywhere, which means if your logo fails to portray your business in the right way, it will be an even more expensive process redeveloping your logo the correct way, as you will need to rethink, and re-deploy all printed items and marketing materials. This is not only a time consuming process, but an expensive one.

Before you commit to how you present your company, you should consider many things, such as:

  • What is the personality of your business?
  • Who are your customers? Where are they? Are your products/services aimed at a particular sex/age/income range/group?
  • Do you have a Website?
  • Is there a style that you are after?
  • Do you have a preference of colours in your logo design?
  • and many, many more.

To assist you, we have a comprehensive questionnaire to help you detail these issues, and much more.

The purpose of our branding questionnaire is to get a feel for what you are after in your logo. An effective logo can stir very different emotions in people. A great logo is a marketing must-have. But is it affordable for small business owners? And is having a logo really that important?

Our answer to both of these questions is an emphatic YES! A logo is a graphical or visual representation of your brand. Your brand is your business, product or service and what it stands for. It’s whatever you are out in the marketplace selling.

Would you like to know more?