One of the most important things you do with a business is choose the logo. This is a key component in attracting customers or clients. This is often their first impression of you. Think of the logos of Nike or New Balance. Just by looking at the shoe you can identify who made it. Almost anyone can recognize the logos for most car companies, even while passing a car. See something you like? All you need to do is look at the front grill and you’ll see who made it. It can often be a fatal or near fatal blow to a business when it changes its logo, because people no longer recognize it.

Bet you know who made this knife!

I just looked through the stack of business cards on my desk. None of the business logos were remarkable. In fact most of them didn’t even have a logo. Unfortunately, you can tell they tried to produce them at home. This gives a very unprofessional impression. Some of them are so poor I don’t even know what business the person is in. I don’t even remember why I picked up or they gave me their card.

What you want to create for your business is a look and feel that is easily recognizable for you customer, something that brings to mind your specialty. This doesn’t mean that if you own a restaurant you have to have a plate of food. The car industry doesn’t use cars. Nike and New Balance don’t use shoes. Rather, what is going to spark your customer’s memory, so that they’ll connect what they’re seeing with your business?

Look at Target’s logo. You know for sure, even without them ever mentioning their name in an ad, who the company is. That’s what you’re looking for, something memorable.

So, if you aren’t good at designing graphics, this is one area you might really want to plan to spend money. Getting a design that you can use everywhere, including your logo, stationery, website and business cards will keep your business looking professional and organized.