When you think about the most iconic logos out there, typically those of Coke, Target, Nike and UPS will come to mind, as do the golden arches of McDonald’s and the mermaid of Starbucks. One reason is that vast amounts of money are spent to make these logos ubiquitous. Large corporations have the financial power to place billboards, buy television spots and buy Internet ads, while also featuring signage bearing the brands at the retail locations where they are sold.

Equally true is that a huge amount of resources — both money and professional brain power — has been poured by corporations and branding agencies into the crafting of extremely effective and iconic logos.

What Elements Make Great Logos?

• Professional Help: Not everyone who runs a business has a knack for design. However, most entrepreneurs usually have a vision for what about their businesses stands out and the messages they would like to convey to customers. Just as you would take your Cadillac or work truck into a skilled mechanic to get a tune-up or repair, it makes sense for businesses to seek out professional resources to bring their visions to life.

• Shapes and Balance: Idea Custom Solutions published an infographic in 2016 that details 7 different types of logos. Whether your SMB customers are looking for logos that are typeface-driven, such as word marks or even letter forms, logos that highlight the first letters in their names or something more symbol-driven, the shape and balance of their logos is critical.

• Color: Likewise, color plays a big role in the factors that make logos speak to target audiences. A recent analysis on different sectors and brands discussed how colors affect the brands they represent.

Chances are, if you serve small businesses, crafting the right logos and brand images for them is top priority. Your best bet? Work with graphics and design experts.

Get What You Pay For

In our September 2016 issue of the Design Express newsletter, we tackled the topic of cheap logos. Last year there had been some rumblings in the business press about whether the offering by some websites of "$5 logos" is really a good deal.

While some websites based outside the U.S. offer cheap and quick logos, there have been reports that often an inexpensive logo means a pirated one. Pirated logos or ones adapted without proper permission and licensing are cause for concern among businesses. Just ask retailer H&M and the recently famous "Cash Me Ousside" girl, both of whom are getting sued for trademark infringement. In another instance a Kansas dry cleaner got in trouble for a logo which resembled that of a fast food chain. Increasingly, small businesses are being advised to take their logos more seriously from a legal perspective. Making sure your logo is original and unique is as important legally as it is to your branding.

While it's true that you don't have to hire the next Andy Warhol at top-dollar to get smart logos, working with professional firms has its advantages. For example, Idea Custom Solutions offers Custom Creative services, with professional, creative designers and expert design consultants to develop original logo designs.

For companies that serve SMBs in a variety of sectors, we make it easy and inexpensive. Whether your goal is to help new businesses start off with impressive new brands and logos, or serve established businesses that need comprehensive rebrands, contact us to learn more.