Do you need a logo for your new business?
A common question I get from small business owners getting ready to launch their business is: “Do I need a logo?”
For service-based businesses and entrepreneurs, the answer isn't always cut and dry — it depends on the specific circumstances and goals of each business.
Quality logo design will run you at least a few thousand dollars, so it's certainly not a small investment.
Here are some things to consider.
Reasons to get a logo
Brand Identity and Recognition: A logo represents your business visually and helps customers associate it with your brand's personality, values, and unique selling proposition. It fosters brand recognition and recall, and can set you apart from competitors.
Credibility: A well-designed logo adds credibility and helps build customer trust. It can help you take your new business seriously, too, which can be a helpful mindset to quiet impostor syndrome as you step into the role of CEO.
Brand Cohesion: A logo can serve as the foundation for your brand's visual identity, contributing to a consistent experience across platforms.
Scalability and Longevity: A well-crafted logo can evolve with your business, becoming a recognizable symbol even as your business grows.
Merchandise: If you plan to sell branded merchandise you will need a logo to identify your business.
Reasons to skip a logo (for now)
Service-Oriented Businesses: If your business primarily offers services, focusing on reputation-building and word-of-mouth referrals can be a higher priority than logo design, initially.
Personal Branding: In cases where your business revolves around your personal brand, emphasizing your name and personal identity may be more effective than creating a separate logo.
Limited Resources: If you're working with a limited budget, you may want to first focus on other investments that more directly contribute to business growth. Instead of investing in logo design, you can invest in brand strategy and identity design, and simply use your brand font to write your business name on marketing materials.
Evolving Business Concepts: If your business is still exploring ideas or testing markets, investing in a logo might be premature before you establish your direction. If it's possible you may change your business name or target audience in the near future, you may want to hold off until your business is more concrete.
The takeaway…
Ultimately, the decision to design a logo should align with your business goals, resources, and branding strategy.
A logo is important, but there are other elements of brand identity that can be just as powerful for establishing brand recognition and cohesion.
Whether or not you choose to design a logo, do make sure you establish a set of fonts, colors, and an overall aesthetic based on your brand strategy to represent your brand across platforms.
Ultimately, this consistent visual identity is more impactful than whether or not you have an official logo to represent your brand. But if you're confident and ready to make it official, then jump right in!