How To Create A Low Cost Logo
Author: Sarah Cooper

I believe that in life you generally get what you pay for -
so in planning to design a logo for your business, the
ideal course of action would usually be to brief a
professional designer. Preferably one who will integrate
logo design with creating your company's whole visual
identity - which encompasses things like typefaces, colour
palettes, and page layouts.

However, most of us when starting out with our businesses
don't have much spare cash lying around. The good news is,
it's perfectly possible to create a low (or no) cost logo
yourself. Here are some do's and don'ts:

DO

1. Keep it simple.

Aim for a clean, non-fussy look - something that people
will get instantly. A good test for simplicity is whether
the logo works when small. Probably the smallest you would
ever need your logo to be is the size it would appear on a
business card - so mock one up as a test.

2. Keep to one or two colours

If you need any more than two colours to make the image
work , it probably means you don't have a strong design.

3. Make sure it will work in black and white

Even if you think you'll always stick to colour, others who
are using your logo may be restricted to black and white
(e.g. trade magazines featuring your business).

4. Experiment with low cost do-it-yourself websites like
www.logomaker.com or www.logoyes.com

These sites have great software that takes you through a
handful of very simple steps to produce a professional
looking logo. The main downside is flexibility - you can
only use the images and typefaces they have in stock - but
there are still a lot to choose from (Logomaker has over
10,000 images). You can get your logo in minutes for as
little as USD 49.

DON'T

1. Don't try to do it yourself if you completely lack a
sense of design!

We all have our weaknesses and if a sense of what looks
good is not a strength of yours, I'd avoid even the
hand-holding DIY sites. A better idea is to approach your
local art and design college for a student. They are likely
to create your logo for little cost because it helps them
to build up their portfolio.

2. Don't think you always need an image

You don't need to follow the convention of image plus
business name. There are some great examples of logos which
are simply the business name in a distinctive font and
colour. If it's a short punchy name this can have a lot of
impact.

3. Don't forget that your logo is only one aspect of your
brand

Your logo is only one element of your company's visual
identity, which in itself is only a part of your
branding...a big subject for another time. For now, before
you settle on a logo just make sure that you are happy with
the colours it commits you to. You might like pink and
purple for your logo, but are you happy using those colours
for subheads, banners, highlighting? Mock up a sample web
page (just in Word is fine for these purposes) and see how
the colours work in a wider context.

4. Don't kill yourself getting everyone's buy-in

Same principle as choosing a business name. Check your logo
resonates with your potential market by testing it out on
friends and acquaintances who fit that category. But
personal taste varies, so don't try to please everyone. I'd
aim for a 60% friend approval rating and of course liking
it yourself - you've got to live with it!

Have fun with it.


About the Author:

Sarah helps mid-career professionals transition from the
corporate world to self-employment "off the beaten path".
Her clients want to follow a passion, express their
creativity or help people or society in some way - and at
the same time to lead a richer, more family-friendly
lifestyle. Sign up to Sarah's FREE mini e-course 5 Keys to
Finding Freedom By Doing What You Love at
http://www.nomoredreadingmondays.com