Do I really need a logo?
By Brian Darrow
Oct. 2004
© R-Design, Inc.


For many small business owners, the fact that a logo would not be immediately recognized is an excuse not to have a logo at all. Fortunately, the folks at Nike did not share this attitude, and they’ve established one of the most recognized logos in the world today. Let’s say you don’t need to be recognized worldwide, though. Do you still need a logo for your business? Even if your ambitions are not as large as Nike’s, you should definitely have a logo for your business!

Picture yourself in a busy market. You are looking for a bottle of wine. Do you choose the bottle with the label and logo, or do you choose the unmarked bottle? Although some might find the unmarked bottle to be a “diamond in the rough”, most people would choose the labeled bottle. This idea extends to your business. A well-designed logo conveys stability, professionalism and establishment. It demonstrates your pride in your own business. A business without a logo seems amateurish and leaves others wondering about your commitment, and the quality of the business.

This is especially important for a small business, because it can be a challenge for small businesses to make a long lasting first impression. Most people are visual learners, meaning they remember graphics better than what they read or hear. So, use your logo to give your business personality and to convey a sense of what your company is about. A logo is your company’s image, and it is just as important - if not more important - as how you dress and act in the presence of clients.

About a year ago, I was shopping for health insurance. One “licensed health plan consultant” showed up at my door with a business card that had no logo. I wondered how serious he was about his business. Sure enough, after some conversation, I learned that he had been making balloon animals for a living the week before. I easily guessed that he was just starting out. Don’t make the same mistake. Even if you are just starting out, have a logo designed for your business. It may be the most important marketing decision you make.