Speaking from the point of view of the Sign Designer, I would like to take a minute out of this busy day to address the issue of "LOGO DESIGN"...
Business owners come to a sign company for signs, as we all know...but over half of our customer base is not even aware of how important it is to consider the potential outcome of building a sign with a poorly designed logo. A logo that might seem just fine for business cards and letterheads might not suffice for the production of large scale signs and channel letters. In fact, a poorly designed logo can virtually ruin the best efforts of our skilled production staff, with a sign that just does not work, with regard to visual communication and business identity...
Typically, potential customers assume that Logo Design is a "throw-in" with their sign order, or they might think of the Logo Design as a floor mat for a new car...they might have a poorly conceived logo that was designed for them by a family friend, an on-line app, or some other cheap source of logo design. Our first task is to try to show the customer that their company logo is the driving force behind their business identity, branding, marketing and success!
People unfamiliar with logo design tend to think that inspiration just strikes, and in a few minutes, a masterpiece appears...sometimes it helps to show examples of the design process and the sketches and work involved in deriving the perfect successful business identity...
They may need to become aware of the importance of such details as colors, lettering, font selections, spacing, graphics and symbols...as well as the psychological effect of each choice.
To further increase the customer's sense of getting their money's worth, they should also understand that not only are they getting a logo that will be sure to work well with the construction of a successful sign, but they are also getting floppy disks, camera-ready artwork, and other things that they can hold in their hands as they leave the sign shop.
All of the various marketing tools such as signs, vehicles, paperwork, brochures & website images will carry their new professionally designed logo and create a successful business image...
Think of how many times the logo will be used...how many signs, how many advertisements and brochures? For how many years? Then, do the math. For businesses used to dealing in thousands of dollars, fractions of a cent per use usually sounds like a bargain...
So, when contemplating a new sign, be sure to take advantage of the design staff here at Lee Designs before you go somewhere else for that company logo...it will reap your business great rewards in the future!
Judy Mahon
Sign Designer