Today’s guest article is written by freelance Graphic Designer Rick Campbell,
Think of your favorite beverage.
Is it a soda? Is it coffee?
Maybe your drink of choice is a brand of tea or an energy drink? When you think of it, do you picture it in a glass? Do you think of it on ice? Or do you picture the logo or packaging first, followed by the appearance and taste?
You come back to the same brand again and again because of the experience of drinking the product, but your mind may recognize the logo and packaging as part of that experience. At times, the taste is secondary to consumers, as they may recognize a company or brand solely by a logo.
A law firm’s logo can speak the same language, though the experience is based more around integrity and results rather than flavor or caffeine levels.
- A logo serves as a face of your business and can highlight your business in a positive or negative light, depending on how effective it is.
- A logo identifies what your firm stands for and can go so far as giving potential clients an idea of what you specialize in (whether it’s real estate, family law, copywriting, etc.) without having to “Google” you.
- A logo identifies your core values. It can say that you are trustworthy, that you take pride in your work, or strive for excellence in your field.
Some of the more effective logos bypass using cookie cutter images, like gavels and columns, that are so often seen in law-related logos or combine them with new images related to their specialty to create a more memorable mark. Others may use familiar regional imagery, like a tree or a mountain range that is specific to that part of the world. Thinking outside the usual confines of law’s basic symbols can be a foundation for building brand awareness and brand loyalty in your clientele. [Check out the examples below the fold]
From a financial aspect, if a logo can help you build business, then that alone stifles any and all arguments that logos are expensive and hard to come by. Cost is relative to each business, big or small. For instance, if you are part of a firm that pays $500 for your logo and it generates one new client, that may be enough for the logo to pay for itself.
As a designer, there are also a few things that I would say are “musts” when getting that new logo. First, using a third party consultant or agency to find a logo for you is a waste of money. Don’t pay for something that you could do yourself. Also, do you homework and find out what your main competition is doing. This will tell you what design ideas to stay away from or colors and fonts to avoid. Finally, and maybe most importantly, take the time to find a professional designer who knows what they’re doing. Check out their portfolio and see if you like their work. There’s no sense in getting a quote or paying a designer for work that you might not like.
The bottom line is that potential clients judge businesses based on their current logos in the same way that they judge other people based on their personal appearances. If your business is not giving off a good vibe, you could be chasing business away. All it takes is a little ambition and the knowledge that the time and money that you put in to finding a new logo will be returned to you exponentially over time.
Your logo is your business’ first impression, so make it a good one.
About the author:
Since 2003, Rick Campbell has been a freelance Graphic Designer, specializing in logo design and corporate identity, while working with clients from around the globe. Rick is the owner of Campbell Graphix of De Pere, Wisconsin and was recently recognized by 99designs in their Designer Profile section.