Shanu Singh Guliani

7 Easy Steps to Creating a Logo for Your Jewelry Store
December 3, 2006

What is a Logo?
The American Marketing Association defines a logo as a "word, phrase or graphic, which is used as a continuing symbol for a company, organization or brand."

Why is Having a Logo Important?
All I have to do is mention the logo and you will instantly picture the logo and identify the company name. Think of McDonald's golden arches, the Nike swoosh, De Beers Forevermark, or something as simple as the red-and-white soup starring you down in the grocery aisle. It is that immediate recognition that makes logos so important to marketing and to the success of your company.

Why Isn’t the Name of My Jewelry Store Sufficient Enough to Be My Logo?
My view has always been to just put our jewelry store’s name in a nice, distinctive typeface and be done with it. After all, many companies do just that, including Gap, Estee Lauder, and Tiffany & Co.  I’ve begun to realize symbols are an even more basic form of communication than spoken language. Ever since we were cave men/women, we have communicated using symbols as a shortcut way of expressing ourselves. Therefore, a logo, as a symbol, can reach and communicate with a consumer at a deep and instinctual level. If it’s done well, a logo conveys, in an instant, a professional image and the impression of an established business.

Seven Easy Steps to Creating a Logo.

1. Decide which type of logo is best for your store. There are basically three types of logos:
   
   • Combination Logo:  Features a symbolic icon, as well as text. For example, Zales uses a specific typeface and the triangle in the letter a. This kind of logo could also illustrate what a company does, such as a jewelry stores name and an icon of a diamond to show that they literally sell diamonds.

   • Logotype Logo:  Comprised of text only. An example of this would be Tiffany & Co. which displays the brand name in a specific typeface.

   • Iconic Logo:Comprised of a symbol or graphic only. There is no text. A great example of this would be the Nike swoosh-that become linked to the company's brand.
     
2. Make it simple and functional. Simple logos are recognized faster than complex ones. The graphic you choose should be able to appear on a variety of media including but not limited to signage, packaging, and the web. A good logo should be scalable, easy to reproduce, memorable and distinctive. Icons are better than photographs, which may be hard to decipher if enlarged or reduced significantly. Most companies have black-and-white fax machines and copiers so make sure to create a logo that can be reproduced in black-and-white as effectively as in color.

3. Your business name will affect your logo design. If your business name is your logo, you may wish to use a classy, serif font to accent the letters (especially if your name features initials). Remember strong lines and letters show up better than thin ones.

4. Use your logo to illustrate your business's key benefit. The best logos make an immediate statement with a picture or illustration, not words. The "Allstate’s Your in Good Hands" logo, for example, conveys the business benefit of "accident forgiveness."

5. Don't use clip art. Clip art can be copied too easily. Not only will original art make a more impressive statement about your company, but also it'll set your business apart from others.

6. Avoid trendy looks. Choose a logo that will stay current for 10 to 20 years, perhaps longer.

7. Protect it. Once you've produced a logo that embodies your company's mission make sure you trademark it to protect it from use by other companies.

Posted by Shanu Singh Guliani on December 3, 2006 | Comments (0)