How To Build Your Online Presence On The Cheap – Step 3: Your Logo

So far in this series we have covered some basic steps in building your online presence. We have discussed what goes into your brand and things to think about when deciding upon the name you will operate under. In this installment we look at your logo, a touchy subject when talking about doing it as cheaply as possible. This is one of the areas that I strongly suggest you invest some real money – not just because I’m a designer, but because it is SO easy to create a do-it-yourself logo that literally looks like…well…you did it yourself.

With that in mind, I am going to share some examples of inexpensive and even free ways you can create a logo, keeping the constant disclaimer in plain sight: a cheap logo could send the worst possible message. It can communicate that you don’t take your business seriously enough to invest in it. It can say that you are not a professional. It can tell others that you are not creative, unique, forward-thinking, or have anything exceptional to offer. A cheap logo can shout out loud to all within earshot a completely opposite message to the one you are speaking verbally, and it can end the discussion with a potential client before it ever begins. How’s that for a warning?

Here’s an example: take a look at this logo tutorial. It gives you a quick and easy way to create what the author calls an “elegant” logo. Seriously look at it. Would you hire the company or individual that handed you a business card with that logo on it?

Be honest.

Now take a look at the website of Graham Smith, a top logo and identity designer whose work I truly admire and respect. Look at his recent projects on the right hand side. Compare those works of art to the do-it-yourself model above.

End of discussion.

Still, regardless of this point, there are those of you who simply cannot afford to pay what could amount to thousands of dollars for a professional brand identity and logo, or will choose to use that money elsewhere. The rest of this article is for you.

WHAT GOES INTO A LOGO?

Think about its use. The logo is the first visual impression you give. It is what is seen on your website, your avatar in social media circles, your business cards and so on.

A logo is the proverbial picture that speaks a thousand words about you.

A good logo will make people want to know more. A bad logo will kill any potential interest.

So how’s that for pressure?

Once again we go back to the previous statements about the importance of your goal. Your logo should communicate your goal. It should say “This is me. This is my business. This is what I’m about.”

How do you do that visually?

Start by taking the answers to those questions. To help you understand this better, let’s use my social media avatar as an example.

When I created this avatar, I thought about what I want people to think about me when they see it. Here’s what I came up with:

I’m fun.

I have a sense of humor.

I don’t take myself too seriously.

I take good, creative design very seriously.

I think about the details.

I want to stand out.

I’m approachable and personal.

Do you get all of that from this tiny little box? I believe most people do, as I have received numerous comments and compliments about it.

So what do you want people to think about when they see your logo? Make a list, or use your list of goals from the previous installments. Then pull out a piece of paper and start drawing. Even if it is stick figures or simple block letters, start writing out your name and seeing what happens. Get the creative process going and let it develop. Don’t rush it.

CREATING THE LOGO

One of the first things I do when designing a logo is just write out the name. I look for elements of the letters that can be utilized. An “O” is a circle that can become any number of things. A “T” could become a cross or a plus sign. Think about what your business or personality or passion is about, and then see if you can create an image out of a letter in the name that represents this. It is the way a lot of good logos started and often end up – utilizing a letter or letters to integrate an image that represents the business.

Another approach can be to simply find a font you like, write the name out in it, and then look online for an image that you can place beside the name. This is very simplistic, but it can suffice when done well.

The color scheme is another important ingredient. Research color palettes in the same manner as you would if you were painting your house. Look at what colors go well together and which ones clash. Think about what your colors of choice communicate. For instance, bright, flashy colors communicate a liveliness and a fun spirit (see my logo again), while cool blues and greens can communicate professional and corporate. Show your color scheme to others and get their reaction. What does it make them think? What is their first impression?

There are a number of free design tools you can use as well. Here are a couple of resources:

40 Windows Freeware and Open Source Software for Web Designers

20 Tools For The Freelance Designer On A Shoestring Budget

Gimp (free Photoshop alternative)

The best collection of Gimp Video Tutorials

Obviously, there is time involved in learning how to use these tools – another reason you may find yourself wishing you had paid someone to design a professional logo for you. But if you have the time, the patience and the lack of budget, this is a route you can take.

Another important consideration is that you will need variations of the logo. Your social media profiles will require different sizes for the avatars and backgrounds you use. Your business cards will need print-ready files. Your website will need a header version. These are all things to keep in mind as you design your logo. How will it look when it’s tiny on a business card? How will it appear when it’s large on a website header? What variation can you use to make it fit in a small square Twitter avatar?

It is crucial to have a logo that you are satisfied with as your visual identity wherever you stake your claim. It will be used on your print materials, your website, your social media profiles – everywhere you will have a presence. Make sure you think about this and don’t stop creating until you are there.

If you run into any trouble, you know who to call for help. I try my best to provide quality logo design at an affordable price, so please don’t hesitate to ask. Or there are many other great designers who would be happy to provide you with a professional logo. In the meantime, good luck with your design – and please share your finished product. I would love to see it!

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