When my brother, Greg, called me for marketing advice for his new family business in New Jersey, one of the things I told him was to pay a professional graphic designer for a good logo. Don’t skimp on this particular piece of the business and don’t use clip art and any old font. He and his family are opening an ice cream store “down at the Jersey Shore”, in Howell NJ. Their store is going to be very family-oriented, and in particular, very children-oriented. They had one specific request—that the icon graphic of the logo be a penguin.
He took the advice with a wonderful result in the end. All the partners in the business were happy with the new logo and it’s a great way to start a new business—with a superbly designed look that will identify you and your business from the start and for years to come.
Your company logo and brand identity is how customers identify your product or service from those of your competitors. This is where the emotional connection to your brand begins. It is you and your company making your first impression on customers and potential customers. A great design is memorable, but a bad design is just as memorable…and for all the wrong reasons.
