11 01 2013

11 01 2013

How To Create an Effective Small Business Logo

Businesses are never too small to brand themselves. Especially today, in the era of social media, simple branding efforts like creating a logo can go a long way to attract the eyes of potential customers. Slip-ups in design, however, can confuse or even offend consumers. Following these steps will avoid these issues and ensure your logo expertly represents your business:

Design it

The logo must embody the personality and goals of the business. When considering designs, owners should idealize their business – imagine themselves on their best day – then consider how to reflect it graphically.

Deciding what font or typeface to use is an important step. Each font has its own personality that changes how words are perceived. Depending on the font, consumers will associate different values with the business. For example, when written in Helvetica, business names feel modern and efficient; Comic Sans feels more quirky and fun. Graphics and other visual elements should also be scrutinized for the effect they convey. Simple shapes can make a business seem bold and rational, while a more elaborate design can add elegance.

Owners should see the effect for themselves by typing out many different fonts next to graphics or images and determine which pair conveys the best message.

Test it

Showing the logo to colleagues and friends is a good idea to test for issues, but the best feedback will come from a diverse set of clients. Businesses should test their logo to people who adequately represent the customer base – including a span of ages, races/ethnicities, and locations.

The reason is a logo that appears attractive to one person could be offensive to somebody else. Such a story came from a software company based in Philadelphia, Pa. The company, RJMetrics, started receiving questions from their U.K. customers about why their recently unveiled logo was a pair of underwear briefs. After issuing a survey, the company discovered that their abstract geometric logo appeared as briefs to U.K. customers. Though amused, the company was concerned the association would hurt their reputation and quickly altered the logo to appear more abstract.

Detailing the incident in a blog post, the company recommends that businesses test out their imagery and terminology across cultures, to be certain there are no alternative interpretations that could hurt a business.

Stick with it

Unless major issues appear, it’s important to stick with a design once it is settled. Changing a logo too often can be confusing to customers, especially if the mood or feel are altered. For example, if an antique shop changes their elegant calligraphy logo to a simple modern font, customers may perceive the shop as colder and less welcoming. Similarly, a modern clothing store adopting a hand-drawn logo rather than a sleek design could result in customers perceiving a downgrade in quality.

On the other hand, sticking with your logo lets it do what it does best – imprint and recall the memory of consumers.

For the best results, a professional designer should be consulted. A graphic designer can ensure your logo is unique and adds a professional touch that will carry onto your business. Owners who are unsure about fitting a consultant into their budget can consider alternative financing. National funding, a small business lender, has a variety of fast and simple financing option. By avoiding the hassle of a bank, business owners can invest quickly and move onto the tasks they perform best.

Find Out How Much Funding You Qualify For

Fields marked with an * are required
By clicking this button I agree to all terms and conditions.

Terms & Conditions

General Acceptance

Any applications submitted electronically shall have the same force and effect as if the application bore an inked original signature(s). The above information, together with any accompanying financial statements, schedules, or other materials, is submitted for the purpose of obtaining credit and is warranted to be true, correct, and complete.


US Patriot Act:

To help the government fight the funding of terrorism and money laundering activities, Federal law requires all financial institutions to obtain, verify, and record information that identifies each person and business that seeks a business loan. What this means for you: When you apply for a loan, we will ask for your business name, address, and Tax Identification Number. We will also ask for your name, address, date of birth, and other information that will allow us to identify you. We may also ask to see your driver’s license or other identifying documents.


For Loan/Merchant Services:

The Merchant and Owner(s)/Officer(s) identified in the application (individually, an “Applicant”) each represents, acknowledges and agrees that (1) all information and documents provided to National Funding, Inc. (“NF”) including credit card processor statements are true, accurate and complete, (2) Applicant will immediately notify NF of any change in such information or financial condition, (3) Applicant authorizes NF to disclose all information and documents that NF may obtain including credit reports to other persons or entities (collectively, “Assignees”) that may be involved with or acquire commercial loans having daily repayment features and/or Merchant Cash Advance transactions, including without limitation the application therefor (collectively, “Transactions”) and each Assignee is authorized to use such information and documents, and share such information and documents with other Assignees, in connection with potential Transactions, (4) each Assignee will rely upon the accuracy and completeness of such information and documents, (5) NF, Assignees, and each of their representatives, successors, assigns and designees (collectively, “Recipients”) are authorized to request and receive any investigative reports, credit reports, statements from creditors or financial institutions, verification of information, or any other information that a Recipient deems necessary, (6) Applicant waives and releases any claims against Recipients and any information-providers arising from any act or omission relating to the requesting, receiving or release of information, and (7) each Owner/Officer represents that he or she is authorized to sign this form on behalf of Merchant.(8) I consent to receive direct mail, faxes, text-messages, and e-mails sent by National Funding and its affiliates for the purposes of transmitting account updates, requests for information and notices, and (9) this request is for business and not for consumer purposes.


For Equipment Services:

I hereby certify: (1) the information provided is true and correct, (2) you are hereby authorized to investigate all bank, credit, and trade references, and said references are hereby authorized to release any requested information to you or your nominee, (3) such authorization shall extend to obtaining personal credit profile in considering this application and subsequently for the purposes of update, renewal or extension of such credit or additional credit and for reviewing or collecting the resulting account, (4) this information may be transmitted by us to you and by you to underwriter(s) for the purpose of granting me credit, either electronically or manually, and that by submitting this application, I take full responsibility for transmission thereof, (5) I am over 18 years of age, (6) I acknowledge my rights under the Fair Credit Reporting Act, (7) I consent to receive direct mail, faxes, text-messages, and e-mails sent by National Funding and its affiliates for the purposes of transmitting account updates, requests for information and notices, and (8) this request is for business and not for consumer purposes.


Text Messaging:

By providing my wireless phone number to National Funding, Inc., I agree and acknowledge that National Funding, Inc. may send text and multimedia messages to my wireless phone number for any purpose. I agree that these text or multimedia messages may be regarding the products and/or services that I have previously purchased and products and/or services that National Funding, Inc. may market to me. I acknowledge that this consent may be removed at my request but that until such consent is revoked, I may receive text or multimedia messages from National Funding, Inc to my wireless phone number.

The Federal Equal Credit Opportunity Act prohibits creditors from discriminating against credit applicants on the basis of race, color, religion, national origin, sex, marital status or age (provided the applicant has the capacity to enter into the binding contract); because all or part of the applicant’s income derives from any public assistance program; or because the applicant has in good faith exercised any right under the Consumer Credit Protection Act. If for any reason your application for business credit is denied, you have the right to a written statement of the specific reasons for the denial. To obtain the statement, please write to National Funding Inc., 9820 Towne Centre Drive, San Diego, California 92121. Funding amount and credit approval is subject to a full credit profile review.