Your Logo: Business Asset or “Art”?

Recently, I received two inquiries from businesses wanting information about logo design for their organizations. One wanted a refresh on their current logo, which was date and did not express their value accurately, and the other was a start-up in need of an identity so they could get their website done.

This led me to reflect on why it is so important for clients to understand the difference between what they may think a logo is for, and what the true purpose and function of a logo is. We’ll start with what logos are not.

Logos are not window dressing that pretty up your business materials, or eye candy that anyone can scrape off the web.

Logos are not trendy approaches that reflect flavor of the day advertising.

Logos are not a collage of generic images that could be about anyone in your field.

Logos are not “art.” Art is all about the artist. As communication tools, logos are all about the client.

Here’s what a logo really is: A custom-targeted communication and branding TOOL that conveys your worth to the clients you want. It should be one of your most valuable business assets.

Just like carpenters need good tools like hammers and saws, businesses need great tools to reach and communicate effectively with their audiences.

Your logo is the business end of the arrow that you aim at your market.

To achieve this, I send people my logo worksheet when they contact me about a logo project before they hire me so I can understand their specific situation and write a proposal that addresses their needs.

I have worksheets for several kinds of projects.

These have been developed over time with the experience that comes from a lot of use. They define the specifics of a communications/design project, including its purpose, the development process and questions for the client to answer describing their enterprise.

They really get the ball rolling. The client has a much better idea of what to expect from their logo as a business asset, and I have a clear picture of their specific situation and needs. As we work through the process, the client has ample opportunity to weigh with opinions, preferences and direction.

I have seen many times how working with my clients as a team yields superior results. When we’re both on the same page, we’ll have a high degree of success in making sure that their logo is a true business asset and a great reflection of their value to their clients.

If you look at your organization’s logo as a tool and not as a piece of décor, you may find that it needs an update or needs to be replaced altogether.

Either way, contact me and we can start making your logo work for you like the asset it should be.

Scroll to Top