By: Jessica Bensten

Let me tell you a little story.

Years ago, I drove through downtown Norfolk following an appointment with my two-year-old son, Jackson. We were about to pass Sentara Norfolk General when he yelled “Dat’s where Pa is!” When I looked over to see what he was talking about, he pointed to the Sentara logo on the side of the hospital. Even as a toddler, he had seen his grandpa’s Sentara badge and company polo shirt.

That’s what logos do. They connect your business with a symbol, which serves as a visual foundation for recognition. And once your logo is recognizable, the public will associate it with your reputation. It’s no wonder Jackson perked up; he probably thought the hospital was a place for ice cream, toys and fun — just like with “Pa.”

Consumers are smart, and let’s face it, a little snobby. They look at your logo and see whether you paid a professional to do it or created it yourself in Microsoft Word. You may not always judge a book by its cover, but it sure does sway opinion on whether you put it back on the shelf. Companies have perfected their own logos for years. Check out these well-recognized logos and see what we’re talking about.

Designing a logo is no small task. If you re-brand your company or start fresh, here are suggestions from our experience that should help you in that initial meeting.

• Come to the table with a game plan. Don’t meet with a designer and say “just come up with something.”
• Do your research. Look for styles that you like – what logos “speak” to you – and present them to a graphic designer who listens to your ideas.
• Choose colors wisely. What do you like? What color reminds you of your company, business model, products or location? Keep in mind the more colors you use, the more the printing cost for collateral materials. Customers will associate the colors with your business.
• Symbolism. Do you want a symbol to use with or without the name of your company? Symbols can be used as watermarks or in ads. It helps a designer work with future pieces and gives your company something to embroider, use as bullets or as a seal on documents.

We love working with companies on their creative branding. Here are a few logos we completed recently for our clients:

If you need a company logo, we’d love to help! We can create something unique for your business, whether your demographic is businesspeople…or you know, toddlers

Contact us to get started at 456-5212!