Logos can be powerful images. They are unique and the largest companies in the world do them well. Think of Coca Cola, Nike or Apple. But does a start-up business need a logo?
A well designed logo will add to your image. A logo may be nothing more than a word. It could be your company name in a stylised colour or font consistently used across all company paperwork and signage (such as Coca Cola). It could be a unique shape – always in the same style and colour (such as Apple or Nike). Whatever you choose, your aim is to select an image, one that people will recognise quickly and come to associate with you and all their perceptions of your business. Remember, the most creative name or logo in the world cannot make up for defective quality or service.
Using a well-designed logo can emphasise your name and generate greater customer awareness and potential engagement. If you can afford to, do it. Ideally contracting a professional designer may be worthwhile – but some areas to watch include:
- The logo should be cheap to reproduce. Once you have it, use it on everything you can – signs, transport, company paperwork, adverts, websites, trade stands etc. You don’t want to end up with an expensive image that costs a fortune every time you want to use it.
- Take your time. Use your market research and enlist feedback on potential designs before you choose.
- Ask for recommendations from existing clients and make sure you get samples of work done.
- Research images or logos you like and find out who designed them.
Designers may be a more cost effective option for start-ups than advertising agencies, especially as many start-ups may not have the budget to advertise. You may find printers have designers in house, which can be cost effective. Keep focused on the goal of developing an image that you are happy will, over time, come to reflect the quality and service you want to deliver to customers and become known for.
If your start-up business is a qualifying one for support from the Galway County and City Enterprise Board (GCCEB), you may qualify for financial support for this work. It is important to talk to the GCCEBin advance and get such support approved in writing prior to carrying out such work or engaging with experts to complete it for you. Even if you do not qualify for financial support, the GCCEB provides many workshops to help you with such issues. Currently workshops are running to support the craft sector.