Throughout history, the use of logos is abundant — identifying the work of craftsman, as medieval coats of arms, on the signet rings of kings or signifying fine porcelain, furniture or tapestry.

Trademarks are recognized as valuable pieces of property. Business recognizes that the value of a company is determined as much by the trademark of its name and logo as the product or service it provides.

Logos have several functions:
• Identify a product, service or organization.
• Differentiate it from similar ones in an attractive and legally protected way.
• Communicate as to origin, value and quality.
• Hopefully add value.
• Serve as important legal property.

Take the test!

Can you identify the logos of Domino’s Pizza, Goodyear Tires, Red Lobster, Mayflower Moving, Shell Oil or Coca Cola?

If you recognize them, it should come as no surprise. Millions of dollars of marketing money went into making these designs familiar worldwide.

Locally, what about Kitsap Bank, Arnold’s Home Furnishings, The Sun, The Doctor’s Clinic, Kitsap Community Federal Credit Union or Deschamps Real Estate on Bainbridge Island?

The Kitsap residents I quizzed for this article recognized at least half of the local logos and most recognized nearly all. That’s significant because local businesses do not have millions to spend promoting their names, but operate on smaller budgets which they must use cautiously and effectively to target their market — you!

These companies have made certain their name will be in the forefront in the mind of the consumer when it comes time to make a decision regarding their product or services. This is especially true if the business uses its logo in conjunction with other marketing — print advertising, coupons, direct mail pieces or on the Web.

Once the consumer has chosen one of these businesses, it is incumbent upon that firm to provide stellar service or product through pricing, quality and follow-up.
How do I go about getting a logo?

Once you’ve chosen a designer or agency, there are three key phases:
1) Meet with the designer and establish parameters — including development budget. What are the examples of usage? Promotional considerations — local, national or international. The logo may be simply a typeface, or more commonly, a design, in conjunction with the company name.
Discuss design considerations which will include color, application, size, competition, fashion, symbols, pictorials and market research.
2) Develop the concept
The designer will work up a set of “roughs” (computer or pencil sketches) resulting in a number of potential logos. You and designer will then analyze and refine them to achieve the final “look” you want.
3) Implementation
The designer will complete the final logo with color and graphics in a variety of sizes. It is at this point, licensing will be a necessity to protect your investment.
The designer will also provide a style guide (1-2 pages). It is an instruction manual detailing the proper use of your design, specifying size restrictions, typefaces, ink colors and placement. In addition to the printed versions which should include both color and non-color versions, you should also receive a computer disk with copies of your logo in the most commonly utilized computer formats.

Setting the standard

Once you have an effective logo, be vigilant and take care of it. Don’t allow it to be used inappropriately or printed incorrectly.

Consistency is crucial — Consumers expect to find a familiar face when they see your business card, sign, truck or newspaper ad. A great logo is meant to be used, appreciated and enjoyed.

(Editor’s Note: Dee Coppola is the Marketing Director for The Kitsap Business Journal. She has won 18 ADDY Awards for her graphic and logo design work. She may be reached at (360) 876-7900, (800) 733-7990 or dee@wetapple.com.).