Freedom…

Many of us entrepreneurs, in our excitement over our newfound independence, often want to express our newly liberated tastes in our logo design. In our exuberance, we might try to include all of our favorite colors, graphic elements, and even an elaborate thousand-word story into our logos.

It’s perfectly natural. Finally emancipated from someone else’s ideas about what looks good, we want to proclaim our own. Our logos often become repositories for all of that previously pent-up creative energy.

Responsibility…

But in reality, we have to step back and take a wider, more long-term look at the function of a logo. Because the elements that go into designing a great small business logo — including the graphics and illustrations, typefaces, and colors—should not be based on our tastes.

Read More About The MUSIC of a Great Small Business Logo Design

Your logo should be a tool to communicate your brand message, not a piece of art that incorporates all your favorite things.

When designing a small business logo, you must take into account your brand story, brand values, and ideal client or customer. A successful small business logo helps enhance and reinforce the brand message.

Too often entrepreneurs clutter up their logo design by trying to include everything they have ever liked into their logo. They try to include all of their favorite colors, graphic elements they have seen that they like, and some type of 3,000 word story elaborate story into their logo.

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Your logo is the visual foundation on which all of your branded marketing and promotional materials are based. The style, color palette, typefaces, and graphic elements used in the logo design and brand development will dictate the overall look of your entire suite of products and services that make up your visual brand.

A well-done logo should last at least 10 years, so you want to make sure you work with a professional designer to make sure your brand logo design represents your brand, who you are, what you stand for, what you are passionate about, and what you want to achieve.

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Your small business brand is made up of three branding elements:

1. The written brand
2. The spoken brand
3. The visual brand

As you can see a brand is so much more than a single logo design. The visual portion of the brand is the most well known and is made up of the brand logo design and support marketing materials such as business cards, letterhead, brochures, email newsletters, websites, blogs, and more!

The key to and starting point for all of your marketing materials design is the brand logo. A small business brand logo is made up of three different parts:

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