DO YOU NEED A LOGO? MAYBE NOT.

I design a lot of logos , so you probably don’t expect to hear this, but the truth is, you may not need a logo.

That’s right. I hear from a good deal of small business people who are ready to create a logo for their new venture. But before you join them, ask yourself, do I really need a logo for my business?

Here’s how to tell…

Think about what a logo’s primary job is: to help customers distinguish between products on a shelf, or to tell one service apart from a competitors.

Does a cola need a logo? Absolutely. Without a logo, you can’t tell if it's Coke, Pepsi, RC, or something else. You don’t know if you’ll like the taste, or what it will cost you, because the product looks exactly like every other cola in the world. In this case, adding a logo to the package is critical. The logo is the only thing that tells you what kind of cola you’re drinking.

But what about a business like John’s Lawn Service? When starting out, John created a flyer and took it to dozens of houses in neighborhoods where he was interested in working. On the flyer, John listed the services he would provide, a photo of himself, a few testimonials from other customers who use John to care for their yards, and a guarantee. Should John have a logo?

That’s a tougher call. John’s reputation and his relationship with his customers is what sets his business apart. If John wants his business to look “bigger” than it really is, he might create a simple logo and include it on his flyer along with his contact information. But in this case, a logo doesn’t really represent John or his business in the same way a logo represents a bottle of cola.

If John decides he does want a logo for things like business cards or his website, he certainly doesn’t need a logo that costs hundreds or even thousands of dollars. A simple, inexpensive icon matches with a good font and no more than two colors should do the trick.

What about you? Do you need a logo? Ask yourself how you plan to advertise your product or service. Will you use signs or posters to communicate your marketing? How large will your company get?

Most companies benefit from a simple, professional image that they can use for their logo. But some companies won’t see much of a benefit. So do you really need a logo? Maybe, but maybe not.

If you're unsure, let's talk. We can figure this out together.