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Designing a: Name / Logo / Letterhead / Web site
Logo, short for logotype, derived from the Greek, logos, meaning word.
Company Name
It's hard to get a good one. Many marketing books start with variation of the following statement: "Find out what everyone is doing and do something else." That seems to be the best advice that almost everyone ignores. Please don't.
IBM actually stands for International Business Machines. Everyone, of course, thinks that's too long a name and don't use it.
So why let someone else name your company? You do it.
Don'ts: · Avoid the fads. Most biotechnology and nanotechnology company names have confused and confounded people. Except for Amgen and Biogen the rest are just Blank - gen. · Your company Mission Statement shouldn't become your company name. · Don't use too many words in the name. International Business Machine is only called IBM. If you want multiple words have the first word be the name and the other words descriptors · Don't get too emotionally involved with the company name.
Do's: · Single Word · Made up word is better · Something relatively easy to say · Something relatively easy to type · Search the Web for the same name. You'll be hard put to find a name that is unique. As long as the other company is not in your marketplace then confusion and competition won't get involved.
Remember, this name will be your web site domain name.
When people do an internet search, you want them to find you not someone else.
Also realize that as the business matures the company may move away from the initial core business so the name may change.
Logo
This subject is pure fad. All a logo is meant to do is aid in company / product branding and to catch someone’s eye for instant recognition. The colors change regularly. The image though usually stays.
It can also become your Internet ID. The click through button. Your Hyper-name. Whatever you want to call it. It should eye catching without complexity.
Again don't get emotionally involved.
A good logo should be:
· Simple in design · Easy to print in both color and black and white · It should look reasonably good in either color or black and white · It should be comprehensible whether shrunken or enlarged. This logo will be on your business cards and eventually your building.
Thus the simpler the design the better.
Letterhead
It has and usually is the company logo and name. It thus has all the attributes of the Logo above. It too will change.
Web Site
The design should as simple as possible. The site should be easy and rapid to upload. This is a business not your personal or family blog. You want your customers to get to what they want A.S.A.P. The more roadblocks that are in their way the more chance of them going somewhere else. I call it the Virtual Escape.
The Internet should be fast. If a web site doesn't react equally fast, there is always somewhere else out there to go. They are only a click away.
Don'ts: · No dark backgrounds. People read better when the letters are dark and the background light. · Use and Introduction to your company, especially not an animated one. After the first time entering your site everyone will click on Skip Intro. Its better not to have an animation that everyone has to watch. It is very annoying. Even funny gets boring and annoying with repetition and if it gets in the way. · Don't be cute and gimmicky with the design elements. This isn't an entertainment site. Do's: · Require as few clicks as possible to get to the sought information · Keep the text to a single page so people don't have to scroll down. · Put brochures, Product Bulletins, and Scientific Articles in a .pdf format.
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