Logos Merging Small Business to the Business Owner

When designing a logo for a new client there are a few standard questions that most designers ask to establish what direction the design should take. Many of these questions focus on the type of business being run and the type of clients they are trying to reach.

Though these questions are all necessary to the design process, I have learned one valuable aspect that is just as important to not only the success of the logo, but to the success of the small business as well. Determining what the logo says about the business owner is essential to make the logo and business a success.

Recently I was hired by a community service program to help design a logo and brochure for a new local business. Upon joining the meeting, I learned that the son was actually taking over an established family business but was taking the clientele up a notch.

The topic of their business name was fairly heated because the community program thought the business needed to change their name to fit the clientele. The father was visibly upset about this and the son was caught in the middle.

After weeks of pushing and prodding, the son was unable to pick a new name and decided to keep the established one.

This caused a stir within the agency due to the “hometown” feel of the name, but after only two meeting with the client I knew exactly why he didn’t change it.

He’s a “hometown” guy! He likes softball and beer. He wore tee shirts and baseball hats. He may have a skill that reaches the upper class, but I could definitely see that promoting his business in any other fashion then “true to himself” was not a comfortable situation for him.

So, I took matters into my hands and ended the debate. I explained that his business is established and we should respect that. I also felt that I could design a logo that would merge the business name and the clientele together. I was given the green light and we moved ahead rather quickly after that.

I designed a fun logo that kept the name he wanted and allowed him to promote his business in a way that made him comfortable, yet would not be overlooked by upper income clients. The result will benefit the owner, his family and the client base.

As a small business owner, you know your business better than anyone else. Even if other “professionals” may tell you that you are wrong, be true to yourself in designing a logo. Tell the designer about your business, but be sure to tell them about yourself as well. Look at all options, but in the end find a fit that will promote you and your business in the most comfortable and profitable way.