Before you start your business, take a look at other businesses doing the same thing you want to do. What shapes and colors do they use? Is their look fun, traditional, hip, blue-collar, or something else? What kind of fonts do they use on their signs, brochures, and advertising? Is there an icon that customers associate with their business?
Now, working with your designer, do something different.
Why? Shouldn’t you copy the things that make your competitor successful? When it comes to design, the answer is no.
Here’s why: People read colors and shapes before they read words. If your logo (and other design materials like signs or brochures) looks like your competition, many of your customers will assume you are the competition. They may make a snap decision based on shapes and colors, and never even read the name on your logo. The next time they are ready to buy your product or service, they may go to the other guy.
A month or so ago I bought some new tires for my car. I was impressed with the sales person who helped me, the quick service, the guarantee and everything else about the experience. So when it came time to replace the battery, I immediately considered the store where I bought my tires. I drove over, parked, and went inside. Only then did I realize this wasn’t the same store, but another just a few hundred feet down the road. The logos/signage/colors used by the two stores wasn’t different enough that I could easily tell the difference. What’s worse, I liked the service at the second shop too. Now I don’t have a reason to make sure I go back to the first store for my next purchase.
A writer I once worked with put it this way: when your competition zigs, you need to zag. When it comes to the design you use, make it easier for your customers. Don’t copy your competition.
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