Читать книгу Six-Week Start-Up - Rhonda Abrams - Страница 51

All of us are familiar with logos: the Nike “swoosh,” McDonald’s golden arches, Apple Computer’s apple-with-a-bite, Target’s red bull’s-eye. A logo is an image associated with your company, giving the public another way to remember you.

Visual images make your company more memorable. There’s a reason for this: People learn things and remember things in many different ways.

When prospective customers see your logo as well as see or hear your company’s name, they’re using more of their brains to process the information—both the verbal and the visual kind. So you make more of a mental impact when people associate you with both words and images.

A good logo conveys something positive about your company. The Target logo, for instance, is simple and elegant. It tells customers that Target stores are where they’ll find exactly what they want at exactly the right price. The bull’s-eye logo also suggests competitiveness, accuracy, and efficiency, traits that shoppers—and shareholders—will appreciate:

If you don’t have the money to have a logo designed, an inexpensive way to add a visual element to your business name is to just add geometric elements: lines, squares, diamonds, and so on. In my first business— business consulting—I used three sideways triangles, suggesting to prospective clients that I would help them move their business forward:

A logo doesn’t have to be a drawing or illustration—you can make an “illustration” of just words. This is called a “logotype,” and it can be very effective. Think of Coca-Cola:

When we were developing a logo for this content company—Planning-Shop—we wanted an image that would convey the message that products from PlanningShop enable people to “complete” their business planning projects. We decided that the concept of the last piece of a puzzle would visually convey that feeling of completion. Here’s what we came up with:

Use the “Creating My Identity” worksheet on page 38 to make notes or drawings of possible logos for your business.