Is a professionally designed logo really that important to your company's success?

As the saying goes "First impressions last" and one of the first things a potential client will see is probably your logo. A logo says a lot about your company. From the minute a potential client sees your logo they will instantly form an opinion about the reliability and trustworthiness of your company and what your logo looks like can go a long way to winning their trust and in the end winning them as a client.

There are two main functions of a logo:

• To visually communicate what the company does or provides
• To create a memorable/recognizable reference for future encounters

If you think about a particular company what comes to mind? It will usually be the logo. Think of Nike, you think of their tick. Think of McDonalds, you think of the golden arches. A company's logo provides a quick and easy means of association and leaves a lasting impression in a customers mind. Without a brand image you are instantly out of the minds of the consumer.

If, on the other hand, you can provide the consumer with a lasing memory of your brand, yours will probably be the first business they think of when they see something that reminds them of your logo. And, it has been shown, that most people remember a logo better than the name of the business.

Your logo is not just a fancy graphic adorning your website or stationery - it's a representation of your business philosophy, your overall direction, and your attitude towards your clients and your business. Your logo is the sum total of your corporate existence. It gives life and personality to your business.

That's why logo design is an integral part of the overall brand building; there comes a time when people recognize you by your logo. Your logo is your "best foot forward" in terms of image building and creating a corporate identity.

Some people might say "But why do I need to pay someone to create something I could do in Word or Paint?". Well, would you go to a plumber to have a tooth removed or to a dentist to fix your sink? They might very well be able to help you, but the result would probably not be what you had expected. So it is always better to leave it to the professionals.

It might be costly to pay a graphic designer to design your logo, especially when your business is just starting out, but chances are that your logo will be with you for the long run. So you want something that looks well crafted and professional, a logo that lends credibility to your company.

So, when establishing your brand identity, think carefully about your logo. It should be the best representation of your company's values, ideas and vision and to achieve this you might just need to hire someone who knows what they are doing.

- Natalie Morton