Canadian small businesses shouldn't be afraid to spend money on a good design
A company's logo design can leave a lasting impression on a customer. A poorly designed logo can conversely do the opposite, ensuring that a business is quickly forgotten. A recent article from Inc. magazine consults expert logo designer Steven Heller about what businesses should keep in mind when designing their logos.
Logo creation is a long-term design strategy, Heller says. Businesses shouldn't be afraid to spend money when it comes to designing their logo, as a well-designed logo will stand the test of time.
"Paying $5,000 is a low amount when you consider that a logo is used in perpetuity," Heller told the magazine. "The ABC logo has been used since Rand designed it 50 years ago."
Companies should also keep in mind that their business focus could change, especially as small businesses expand. Using designs that are abstract can help prevent a company from designing a logo that is too specific. A logo should also be "mnemonic" - something that a customer will remember.
If a business is trying to maximize the memorability of its logo in its online marketing campaigns, it may want to advertise in a social context. A recent study conducted by Nielsen showed that customers recalled brands more often if they saw them in a social context.
