Why should I concern myself with a logo?

I hear this question often. To answer this question, ask yourself "Why should I care what I look like when I walk out the door?", because it's all about perception and appearance. I can perceive many things about a company when I first glance at their logo. I'll point out a couple of examples below:

Hmmm, which business would I go with here?... left or right? It's obvious that the one on the left took great consideration in what the end result would be. The one on the right may have thought "It's the food that will keep them coming back".... true, but how are you going to get them to walk through the door with a logo like that? Remember, perception is the key here. I perceive that their cooking will be just as good as their brand... with no time and consideration placed into it.

10 Steps to having a great logo.

10. Make sure your logo design is legible: Will you be able to read it from the road?
9. Use good colors that work with your brand. Oranges and yellows tend to induce hunger.
8. Use contrasting colors; oranges and blues contrast well whereas reds and blues contrast poorly.
7. Your logo should target your demographic. A family restaurant and a elegant restaurant should present themselves differently.
6. When searching for a design agency, view their portfolio... this will ensure having the right agency for the job.
5. Consult professionals and peers. Make sure your logo is "up to par" before placing it into production.
4. Make sure that your logo can be placed effectively on different mediums ex. business card, signs, and television.
3. Your logo should have multiple color options like a black & white version, color version, and grayscale version.
2. Compare your logo with your competition's. Does your logo have more impact?
1. Make sure you're happy with it... If you're not excited, how are you going to get everyone else excited.

Erik Jessen CEO/Creative Director Mixed Media Group

You may have questions and concerns about logo and brand development. If so you may contact me at erik@mixyourmedia.com.