A logo can speak volumes about your business. It is a single image that expresses who you are, what you have to offer and the kind of clients with whom you want to work.

But creating a logo that is attractive, easy to read and memorable is a task best left to an experienced designer.

Before assigning the project, you need to identify the strengths of your business, says Nadine Kühlkamp, an art director with Wickware Communications Inc.in Toronto, a company that specializes in marketing for financial services firms. Identify what is unique about what you offer and what sets you apart from your competitors. Also, think about the future direction you’d like your business to take.

“Your logo should appeal to your market,” says Kühlkamp. Consider the average age and income of your ideal clients and your target group, she says, and the kinds of images that appeal to them.

If the focus of your business is on high net-worth business owners, for example, your logo should be appropriately polished and upscale.

If you specialize in affluent retirees, your logo should probably have a more traditional look.

If you are going after young IT professionals, you might be advised to use a more contemporary design.

Another important step is to look at the designs used by other advi-sors and financial services firms. Make note of the logo designs you like, and why, and those you dislike. This research will help you both determine the elements of your design and ensure you don’t copy a competitor’s logo.

“When you meet with the designer, this information will identify what you want,” Kühlkamp says, “and help the designer come up with visual ideas.”

Here are some more tips from Kühlkamp for working with a professional designer to create an effective logo:

> Hire A Professional. A graphic designer brings technical skills, experience and ideas to the table. He or she will be able to co-ordinate with your stationery printer and Web designer to make sure the final product will look great when it’s at work — on your letterhead, Web site or business card.

“A lot of people call themselves ‘designers’ but could be someone’s niece just out of high school,” Kühlkamp says. “The designer you choose should not only know graphic design but also understand the financial services industry. Ask to see a portfolio of past work and look for other logo examples.”

> Consider Text Only. Many good logos are created without the use of graphics; a brand name written in a well-chosen, recognizable font can be effective. Ask the designer to explore both approaches.

> Keep It Simple. Intricate designs that look good on paper often don’t reproduce well when they are shrunk to fit on a business card or digitized for a Web site.

> Aim For A Single Image. Avoid trying to say too much. One bold concept is usually better than multiple images. If you want to convey more than one message, consider adding a tag line or a slogan to your logo.

> Don’t Rely Heavily On Colour. While colour is good for generating an emotional response, the logo should also work well in black and white, so it will reproduce well when faxed, photocopied or run off through a client’s laser printer.

> Be Consistent. Once you have your logo, make sure its design, colour and positioning are always the same wherever it appears. Consistency builds recognition.

“It is worthwhile to invest in a good logo that’s created by an experienced professional,” says Kühlkamp. “The payoff will take time, but your logo will be
noticed.” IE