Among the first things an entrepreneur would do when he starts his business is to get a logo. A well-designed, well-designed logo speak volumes for your brand and image. Logo design is really that important. Today I have a big surprise to a popular shopping mall along the east coast of Singapore).

I have not entered into the mall for ages, and was duly impressed with the conversion. It looked much younger and hip. Then I got into the lift. This waslarge poster, and I was randomly surfing when I saw their logo.

I felt not that simple "PP" logo design (with descriptions arranged font in a boring side-by-side format) is completely incompatible with the "feeling" of the mall! I think I stared at him a bit too long, because a couple of young brothers, about 6 to 8 years old, and her parents began to look for it. Below is the brow-raising conversation that haunted me the rest of the afternoon:

Young Brother: PPWhat is PP? Sound Like Going toilet wee (wee giggle) Older Brother: No, it does not mean pthui pthui (spitting).

You can reject the call, how stupid chatter of two small children who might not know better. But you would not walk away from observations of adults without learning a thing or two about the significance of the logo design.

Mother: Just 2 "P" only so simple. It needs in-house job. Cheapskate. Ask why they use green and blue? Made people think copying themStandard Chartered Bank. Dad: Oh yeah? The parking lot was in green and blue. I thought it was because of Stan Chart.

Mother: There is no standard chart here! Here, only HSBC.

Confirmed the "silly" conversation, only one thing: The logo design is not ideal. A logo is a visual abbreviation of corporate personality and character. If not do so, then it is could not be there.

I was also reminded of an article I read recently. He said the company --Logos have lost their meaning, as one can feel absolutely no motivation at all, or remember them. A simple name that is easy to remember, should suffice. But this family interview only confirms that people are still in the logo and link their perception, feeling, understanding, preferences and case simply by the design of a logo and colors. If a logo design is not important to have this new school of thought to explain a lot about the emotional andpsychological context, one with the famous golden arches of McDonald's, half bitten fruit of Apple, curved lettering of Coca-Cola or the Nike swirled the wings. How many of these impressive giants can think without regard to its widely recognizable, known and famous logo design?

Why is a logo design is important? Simple, without exaggeration, a logo can

1. Elicit immediate recognition (especially if the company a "normal" kind of name)

2. Be a visual short-cutcommunicating the company's personality, character, attitude, belief, goal

3. Refer to your customers by providing a sense of familiarity, credibility and warmth

4. Association of quality and product / service satisfaction

Logo design is a complex task, if you and your creative professionals has to dig deep internally in corporate philosophy, mission, goals, person, look at the product features and benefits of understanding and mindset of the employees of the company. Andexternally, you want to know what your target audience to think of your product or product of your competitors. Their perception is important because it's never easy to shift a culture. Logo design is an important part of corporate branding. So be prepared, up to the table, a decent amount of time, money and resources to run a branding expert, will help you get your logo.

However, if you simply a "nice-to-look-at-logo with a small budget and do not want the designers return to riskwith something completely different from your preferences, do some homework. You can walk through this simple exercise:

Start thinking of your business (not personal) persona in relation to:

1. If adjectives ( "Macho", "relaxation" or "faster than light" to describe your company / product?)

2. Color (If the red chili strong echo of your male personality?)

3. Shapes (See the entrepreneurial self-image is too large or cutesy-Rolly-Polly?)

4.Style (Are you a fashion go-getter or a forever green classic?)

Let’s say you are selling sportswear targeted at young guys who dig extreme sports, so, the exercise would be something like this:

1. Adjectives - macho, rugged, tough, dangerous, high risk, extreme fun

2. Colour - strong, bright, loud, shouts out for attention

3. Shapes - precise, strong angular shapes

4. Style - street fashion style, casual wear, everyday wear

How would your logo design look with the above? Already, you will have a fair idea of a “bad” logo and a “good” logo when you see one relative to your descriptors above.

Just as I have mentioned in another of my article "Your Ad Agency Really So Lousy?", you got to do your bit by offering an effective agency brief. If you can’t, just try this little exercise. I know it helps because I have used it with many clients who claim they didn’t know what they want, what the logo should be how, and yes, with a small budget. This exercise works. If you want to have the full work, contact the professionals. Penny wise pound foolish is certainly not the way to go. This means that even if you are artistically inclined and know how to use a drawing software! There are many other points to consider. Reverse things like matching Pantone colors with CMYK, the use of the logo on the right HotStamp, and direct, etc, without the technical know-how, you may find with a nice logonot be reproduced!

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