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How to Use your New Logo

Monday, October 25th

How to Use Your New Logo

As you probably already know, establishing a logo is not an inconsequential thing - it gives your customers an identification of your company or product that can literally make or break your business. The art, color and overall design of the logo is one of the biggest focuses of many big name companies - often they devote millions to the effort. The same goes for small businesses, with regard to focus on the logo. You don't have to spend millions or even thousands to have a successful logo in use but, keep these rules to in mind with regard to using your logo properly.

A logo designed to last the test of time does not need to be replaced very often. Think of Coke, Pepsi and many other companies that have the same or very similar logos for as many years as we can remember the product. Unless your logo is completely off base and not attracting customers, than a logo change shouldn't happen very often - if ever.

Make sure people understand the importance of consistency. Whether it's the business owner, the marketing department, office manager or any staff you have on board, make sure they understand they must use only one logo. When a different version of a logo is used it can cause great confusion for a potential or existing customer - and deliver the wrong message. They may wonder if someone else bought out the company, if the same products and quality of products or service will be available, if their favorite staff members are gone and if they should use you again in the future. All employees should have access to the correct logo file or files to avoid using either a bad version or modifying an existing copy.

You may need more than one version of your logo. Depending on the marketing or communication you'll be doing, multiple versions of a logo may be necessary. The versions will be very similar in nature, as to avoid customer confusion, but may be sized differently for letter head versus shirts, trinkets, business cards, and more. It is reasonable to have more than one version of your logo. Sometimes you see a black and white version, horizontal and vertical versions, big and small, with the tag line and without.

Prioritize your logo options. It's best to consider one version of the logo to be the #1 or the "master" and then identify others for specific purposes. The master has the core colors, tag line, preferred size and more. Attempting to utilize the master logo as much as possible will put customers at ease and avoid the confusion that occurs when a brand appears to have changed.

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Logo Design Company FAQ

According to Oxford, a logo is "a symbol or other design adopted by an organization to identify its products, uniform, vehicles, etc." Businesses and organizations come to be known by their logos alone: when you see the Olympic rings or the Nike swoosh, you can immediately name the brand. That's why having a well-designed logo is so important!
A logo can be a monogram or lettermark: think brand initials like CBS or NASA. Similarly, logos can be a wordmark, using a specialized font and/or colors to convey a brand name like Disney or Harley-Davidson. One of the most common logo designs is the pictorial mark or symbol: can you picture the image for Target, Instagram, or Amazon? You've got the idea! Your logo might also be an emblem, a mascot, or an abstract geometric design.
First of all, your logo needs to be unique: no copying from another brand! You also want it to be memorable, relevant, timeless and versatile - all characteristics that will help your company or organization stick out in the minds of your prospective clients and customers.
That depends. How many prototypes do you want to choose from? Do you want unlimited revisions? How about input from more than one designer? You can get a basic logo package for under $75, or you can go all out and pay $1,000 or more. Most packages are in the neighborhood of $150 to $300.
Most services work the same way. You submit a form describing what you're looking for in your logo, and the designer or team gets back to you within a few business days with some initial concept ideas. Depending on how many revisions, if any, were included with your contract, you'll go back-and-forth with the designer(s) until you're satisfied with the final logo. At the end of the process, you'll usually get a set of files (e.g. editable vector, web and print usage) that can be used for putting your logo on your website, new t-shirts, or anything else you need.
Most logo design services will have an initial concept for you to consider within 5 working days. If you need a faster turnaround time, look for a provider that offers a 24-48 hour process. From there, it mostly depends on how quickly you respond to the prototype designs and how many revisions you ask for.
Possibly. Some logo design services offer a 100% satisfaction guarantee with no exclusions, while others only offer a refund prior to the start of the revision process. Be sure you understand the terms of service before you commit to a logo design provider.
Yes. There are a few providers with ready-made logos that you can customize to your business name, color scheme, and so on. While there's no guarantee that your logo won't have been used by another company or organization, this is a good option if you need something quick and inexpensive to get your website up and running and your promo materials printed.

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