Creating Your Own Logo
Provided by HP
A logo is more than just a little design or your company name written in a fancy font. Logo
design is a special skill, and there's no one definitive method that is better than the others. All
good logos, however, have a few things in common. When you're designing your logo, aim for
-Isn't trendy and doesn't need to be redesigned each season.
-Will look good even in black and white and reduced to fit on a business card.
-Is adaptable enough to fit on different products or marketing pieces.
-Is integrated into your overall marketing strategy.
You'll probably want to use a combination of your company name and emblem. That's the
best, safest bet for most small businesses. Done correctly, your logo can become an important
part of your intellectual property and can offer real value to your business.
Who Are You and What Do You Do?
If you want your logo to communicate effectively who you are and what you do, you've got to
know precisely who you are and what you do. That sounds obvious, right? But far too many
businesses can't articulate what makes them unique. In 10 words or less, what is your
business? You need to discover the essence of your industry and what people want to find
there. Here are a few examples to get you started:
-If your business is a medical practice, most people are looking for trusted experience and
-If you own a vintage clothing shop, people want to find quality merchandise and
-If you run a day care center, you want to convey a fun and secure environment for kids
and a sense of trustworthiness for their parents.
What Can You Do for Me?
You're about to learn a secret far too few business people understand. When you describe
your business to other people, you need to focus on the benefits you provide to your
customers. Most people, when asked to come up with a list of benefits, come up words like:
reliable, fast, honest, conscientious, professional, experienced.
These are features, not benefits. The difference is that a feature is merely a description—a
fact—about a product or service. To move from feature to benefit:
1. Write a sentence that describes who you are and what you do. "I am a trustworthy
accountant who works hard to manage your money," for example.
2. Ask yourself, as your potential customers will, "So what?"
3. Answer that question: "I have been an accountant for 15 years, and I can manage your
Now you're on the way to a benefit. This statement answers the customer question: what can
you do for me? In this case, the benefit you can offer, at its most basic, is: I can manage your
money. That's what you want to convey behind your messages, behind your logo.
Options for Logo Design
Now it's time to go out and get your very own logo. There are several options for doing this.
Create your own logo. Designing your own logo is the cheapest option available. And you
don't have to spend time trying to communicate the details. However, you may find that it's
difficult to translate your vision into a logo if you're not a professional designer. Worse, you
may find that you get what you pay for—and when you pay nothing, that bargain price
might be reflected in your new logo.
Hire a freelance designer. Working with a freelance designer requires more investment—
potentially significant in both time and money—than creating your own logo; however, it
also has its advantages. Freelance designers create logos for a living and have a lot of
knowledge and research to support their creations.
Hire an ad agency. If you can't find a freelance designer you like, or if you're just wary of
doing business with an individual, you might want to look into an advertising agency. In
many cases, several designers will likely collaborate on your logo. That's good and bad.
Good, because more creative visions mean more ideas. Bad, because sometimes too many
cooks can spoil the soup.
Use an online logo design service. A relatively new development in the design world is
the advent of online design services. These companies provide fast-turnaround logo design
at low prices—to the tune of a professionally designed logo in three days for under $300.
How you choose to obtain your logo is your decision. It depends on you and your business
needs. Only you know your budget, time constraints, and comfort level.
© 2007 Hewlett-Packard Development Company, LP
The HP Small Business Connection brings together products, services, and solutions designed
with your business in mind.