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Author: Susan Midlarsky Article source: http://www.logodesignlogodesign.com/. Used with author's permission.
My business logo and color scheme started one lovely spring day in my office, after two years of working with words and images. I purchased some rubber stamps and played with them. A logo emerged: simple, elegant, with the right feeling for my business. I took the ideas from the stamps and played with Photoshop on the computer until I had created an original business logo that felt totally right.
Luckily for me, in my day job I worked among some of the top designers in the
world at the Department of Architecture at MIT. An elegant Italian Ph.D. student
named Maria was doing me the favor of giving me feedback on my business logo.
She loved it! That was reassuring, but what really helped was what she said next.
"And this can be your color scheme, too! You can get green boxes, or white bags or
boxes with green ribbons, and make all your packaging match up with this. Oh, it
will be so pretty!"
This started the wheels turning for me. Until then, I had gone with a rich, sparkly
look. My display had used deep colors: black velvet, sheer purple fabric with silver
snowflakes, and black velvet displays. Using this logo, and getting the advice from
Maria, meant that I would need to go in a different direction.
I decided that the color scheme for everything in my business would be the colors of
my logo: lime green, white and grey. First I designed business cards that were
professionally printed on white glossy cardstock. Then I designed my website in
these and coordinating colors.
For packaging, I used kraft boxes with round logo stickers, then moved to organza
bags in white and pale lime green. I gradually changed my show setup so I had the
perfect color tablecloths in pale lime green, with white and black displays and
fixtures; even my tent is green. I also added a little color and whimsy in the form of
bright bowls from which I hung flowerpot creatures purchased from a crafts shop.
The creatures have proven so popular that I bought extra to resell at shows!
Little by little I continue to improve my setup, making it more elegant and
professional. Each time I set up, I receive many compliments on the setup itself, and
it does attract customers. People find the color scheme peaceful and inviting, and it
doesn't compete with the jewelry. I also found this when I designed a brochure. The
jewelry is quite colorful, and the subtlety of my color scheme provides a good
background for it.
My advice for when you are setting up a business logo, website and/or booth is to
find a color scheme that matches you and the feeling you want your business to
convey. Don't be afraid to experiment with different pieces to get the look you want;
it has taken me three years to get to this point, and it's still developing. You may
want it to be as colorful as the rainbow or as sophisticated as basic black. Whatever
it is, the important thing is to be consistent. That way, people will start to recognize
the look of your business and remember you, helping to build business over time. Author Susan Midlarsky of Aspiring
Arts handcrafts jewelry with stones that
harmonize well and are beneficial to the human body, color combinations that are
connected to refinement, and sometimes offerings from nature. She has also
recently started making glass beads; you can see her progress at her online blog. Susan loves the
magical glow people feel upon finding a piece of jewelry that suits them or fills a
need.
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