Starting A Business Abroad: The Ugly Truth About Your Logo

Posted on 28. Dec, 2009 by Emmanuelle Archer in Blog, Expat Entrepreneurs, Expat Life
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OK, this is going to be controversial (there’s never a dull moment on this blog, is there?), but I have to say it: your logo really isn’t all that important.

No, seriously – when was the last time you hired a translator or an accountant because of their logo? Exactly. So if it’s not going to bring in more sales, don’t spend tonnes of money and time on it.

When a logo does matter

There are two exceptions to this rule:

- You’re a designer, or you work in a creative profession. Clients will naturally expect a better-than-average visual experience from you. Designing your own logo can be a great opportunity to showcase your skills.

- You sell mass-consumption or very high-end products. Packaging is crucial to differentiate yourself from your competitors, and your logo is an important part of your brand. Work with the best designer you can afford, and make sure your logo truly stands out.

A common-sense approach to logo design

Back to the most common scenario: if, like many expat entrepreneurs, you sell services or information products, here are some tips that will help you create a good logo without spending months working on it:

- Your logo must fit the image you want to convey. The key elements that you chose for your website design (overall feel, colours, typeface, etc) also apply to your logo.

- Avoid unoriginal, cheap-looking logos. Stay well away from those online logo creator sites that promise you a DIY logo in minutes. No Nike-like swoops please, and the world really doesn’t need yet another earth globe logo for international services…

- How well will your logo travel across cultures? What language and alphabet should your company name be written in? Are you using any cultural or religious symbols in a way that seems purely decorative to you, but may appear insensitive or inappropriate to others?

- If you find yourself fussing endlessly over your logo design, remember that you can always get a new one down the road. It is actually likely that you will want to make a few adjustments here and there after you’ve lived with your design for a while.

- In a nutshell, pick a design you like, make sure it doesn’t reflect negatively on your company, and move on. Unlike your website layout and its navigation, your logo isn’t going to be a deal-breaker for your clients.

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Emmanuelle

Images by rustman (top) and theonlyone (bottom), both via Flickr Creative Commons