Choosing a Logo

You may opt for type alone on your letterhead, but consider using a logo for more visual impact.  In fact, from a marketing standpoint it's best to develop a logo and use it on all of your printed business materials.  It's an incredibly effective way to build public recognition for your business.

Think of some of the best-known logos--they're instantly recognizable and have a meaningful connection to the company's name, products, or services.  Let your company's image guide you when you're deciding how plain or sophisticated your logo must be.

Using Your Company Name as Your Logo

A logo is usually a special type treatment of your company name or initials.  If you're using your computer to design your letterhead, this type of logo is not difficult to design yourself.  Most word processing and publishing programs include type style choices that range from traditional to stylized and contemporary (see "Choosing a Type Style" for more on type styles).  Try viewing your company name or initials in several different type styles before choosing the look you want.  If you're using color for your letterhead, try several different colors as well.

Using a Graphic Design Element as Your Logo

You may choose to accompany your business name with some kind of graphic design element.  Check your word processing and publishing program's clip art for a suitable image.  If you don't find what you need in your current software, there are clip art software packages available in computer or office supply stores and catalogs.  If you have the use of a scanner or digital camera, you can import images that you or someone else has created.  You may also be able to purchase clip art images for scanning at your local print shop, art store, or office supply store.

On note of caution: if clip art images are readily available to your, they are also available to other business.  You risk customer confusion or maybe worse if you choose a logo another business is already using.  You may want to have your attorney check your logo for availability, and register it for your own use when you get the okay.

Here are some examples of eye-catching logos which work as successful advertising for the businesses they represent.

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