Investing In Your Logo Is Investing In Your Business

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Logo design is a long-term investment, not a short-term project. Whether you are starting a new company or your business’s current mark isn’t conveying the right message, don’t brush off your logo’s design as something frivolous. Simply put, it is the cornerstone of your brand. 

The logo communicates the values and mood of your product or service to the world and can help hone in on your target demographic. A strong visual identity distinguishes your business from competitors and creates a foundation of brand recognition. Brand recognition and trust take time to establish. It will not happen overnight. Maintaining consistency in your visual identity heightens brand perception, and it all starts with the logo. 

Your logo needs to be indelible. It should feel current as well as timeless. Simplicity is key. The colors, type treatment and styling all play into the identity of the brand. 

But where to start? Do you hire an agency or a freelancer to create the logo? Explore your options through phone interactions and in-person meetings. Assess their style by reviewing their work samples. An experienced designer will come prepared with a creative brief to learn exactly what your business needs. 

It is important to give the designer ample time and input to develop your logo. Typical production time can range from six to eight weeks to several months, depending on the approval process.

And the big question: how much should you invest in a logo? Except to invest several hundred dollars. Most agencies and freelancers will offer payment plans with a deposit and signed contract. Remember, you get what you pay for! A logo is the first impression of your business to the world, so be sure you are sending the right message for the type of business you want to attract.

Elise Apffel is a graphic artist for Gallinghouse Marketing + Creative. Gallinghouse is located at 409 W. 21st Ave., Covington. For more information, call 985-893-7631 or visit

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