By: Peggy Sealfon

Some companies question the value of designing a logo. But on a scale of 1 to 10, a good logo is worth about 1000!

A Logo serves a variety of purposes. First and foremost, it represents and brands a company, service or product. It helps deliver a message about a company and can increase customer and employee recognition and awareness.

In marketing any business, it is important to develop a brand identity that projects and defines the nature of a company. It should reflect the personality and attitude of the firm. The branding strategy helps to differentiate and position a company and is critical to success. In short, a logo is essential to boost a company's public image and develop an advantage over the competition.

Developing a dynamic and effective company identity is not a simple task. It can be intensive and time consuming, involving a thorough understanding of the company, its philosophies, its target market and its style. Is the firm conservative and traditional or young and progressive? Is an appropriate representation something that generates a sense of being static and secure, or is it one that is hip and trendy? Is the company a major corporation or a small family-run operation?

A good logo creates a positive and memorable emotional response from the customer. It typically reflects the essence of a firm, which may be produced in a representative form that may dominate the logo. What do you think of when you see the golden arches? Or a simple black swoosh? McDonalds and Nike are two major companies that have emblazoned their logo identities into the minds of everyone. An agricultural business might use a form that signifies a plant. A technical company might select a shape of a product. A health company might use a medical symbol. Or a more trendy or artsy company might want to develop a completely abstract shape that communicates a unique "feeling" about the company.

Part of evaluating a good and effective logo is to understand how and where it may be used. If the logo will be used for international applications, certain shapes or colors may not be as appropriate as others are. It is also important to consider whether or not the logo will stand alone as purely a visual symbol or if it will contain the name of the company. With all the multimedia uses today, a business logo must have longevity and versatility. It needs to adapt to print media as well as electronic media, whether being used on television or on a website.

Logo size is yet another consideration. At times, the design may need to be reduced to the size of a coin or may be enlarged to be displayed on a billboard. It may be used on a variety of items such as vehicles, uniforms, stationery, brochures and product packaging. It therefore needs to be highly adaptable without losing the impact of its "look."

Colors should be simplified. They should also help compliment the message and reflect the logic of the form -- not conflict with it. If the logo will be displayed on the web, it is recommended to use a browser-safe color palette in order to avoid dithering on today's color monitors. Plus, the use of multiple colors can get very pricey when having to reproduce the logo on numerous items. Color should be used with a specific purpose in mind. A four-color logo can deliver an exciting image for a new high-tech company, for example, but it may end up being so prohibitively expensive to reproduce on stationery and brochures. It is very possible to create a logo with just a second color that can have just as powerful a design to deliver the right message.

Since a company needs to prepare a design that will endure for a long time, it is a good idea to test any pronounceability issues and review any possible negative connotations of shapes, colors, textures, slogans, etc. These oversights can be disastrous, especially for a new firm. Of course, the best approach for any company is to retain the services of a professional who knows how to combine typefaces, colors and shapes to create a singular logo that can serve a company for many years. It is important not to change logos all the time, but to build the corporate image by retaining a strong logo design that lasts well into the future with consistency.

A logo can truly be the cornerstone of a firm's image setting a company apart from its competition. It should convey professionalism and be distinctive, memorable and timeless -- tailored to a target market.

Peggy Sealfon, president of Naples-based advertising agency Sealfon & Associates has written about a variety of topics for national magazines and newspapers.