This is the logo I will be working with to create my branding for Parker Payroll Services. The far left is the two color logo that will mostly be used. The middle is the black version and the far right is the one color, color version. The two color will be the most often used, the all black less so and the far right rarely.
Brown and black. I chose those colors because it feels very corporate, steady, sturdy and reliable. For a cool infographic about logo and what their colors say click here.
I have my typeface: Minion Pro, serif and Helvetica, san serif. (Helvetica is a great typeface don’t let anyone tell you different.)
Color Scheme: Brown and black
Branding strategy: Professional, reliable, sturdy, consistent.
Next: A look at the whys and why nots and the look and feel.
This is the logo I will be working with to create my branding for Parker Payroll Services.
Please don’t try this at home, I’m a professional. I am in the process of creating a logo for my fictional company, Parker Payroll Services. The first thing I did was answer the questionnaire about determining logo needs and wants.
The essence of my business is that it is a start-up payroll services company. It will provide the paperwork, pay checks or electronic deposit duties and taxes reporting for companies payroll duties with up to 1000 employees.
The direction I envision it taking is local to regional. At it’s largest, it will be 12 employees.
In five years I see modest growth, developing a client base at a manageable rate. All the time keeping up with software, hardware, tax codes and industry information and advancements.
Three words that I hope embodies the logo: competent, stable, reliable.
Here and there and yin and yang words: banker/modern, reliable/up-to-date.
I want a logo that is all words no icon.
How does your designer do this? At the client meeting you should be presented with three or so logo ideas. What you should not see is ten or twelve ideas. What you won’t see is what follows. The first is a few of the variations and ideas that went into the Civic Square logo. After that, my logo, Lisa Belloli and lastly the work in progress, Parker Payroll Services.
Civic Square was over 20 sheets like these examples, Lisa Belloli has half a dozen development sheets and countless hand drawn sketches and lastly Parker Payroll Services in development. This is why a designer really is worth the expense.
Don’t know? Why should you? Last episode I named my fictional payroll company Parker Payroll Services, PPS. My company will never be known as PPS. Why? Because PPS will mean nothing to potential clients and I don’t want my current clients to have to think about it. Unless you are IBM, ING or AAA, skip the initials.
Part II. The logo
Before you think color, style, size or mascot (do not think mascot-ever). Your logo needs to do three things.
The first thing it has to do is be able to appear correctly in print ala, CMYK. For more information see: CMYK is your friend.
The second is it has/should to be able to appear correctly in print in two colors ala, pantone. Did you catch that? Two colors? Not three, not four, but two. One is even better. Think apple. Pepsi is three, but they are also a bazillion dollar company. Coke is two colors, IBM is one, Nike is one. Schools and sports teams are two colors and that’s good enough for you. Here’s the pantone info: Spot Colors
And lastly, you need to have a black and white version. Yes, you do. Here’s why: Black logo versions
Now about that logo. Should it be all text, text and an icon or just an icon? You don’t know do you? So what pray tell are you going to tell your designer? Here’s what you do; go here, Logo Questions use the questions to figure out where you are and what you want your business to be, who you want to reach, etc. It will help you determine your branding and give you a place to begin. Next week I will publish my answers to the questions. I will also show you some of the steps I went through designing my logo, lisa belloli and the logo for Civic Square, civicsquarellc.com.
That which we call a rose
by any other name would smell as sweet.
~William Shakespeare, Romeo and Juliet
But would it? Every business needs a name. For my fictional business that I am creating I need to come up with a name. There are a few things to consider when deciding what to name a business.
- Be careful about being clever. Not everyone can be google™
- While it’s true that 34% of business no longer exist after two years, think big, think successful. With that in mind think about what you want to do long term. My payroll services business is just going to be payroll services. It isn’t going to do anything else, so something Payroll Services will work for me.
- Using the name of the street your business is located on often employed, but what happens when you move from 12th Street to Main Street?
- Your name? Not a bad idea but two things to consider: when you sell the business you sell the name too and what if the business goes bad? Your name is on it even if you have nothing to do with it. Using your name, however, can be an advantage. It says you are willing to put your name on the line.
I am going to call my business by what it will do, payroll services. I don’t plan to go global but you never know. Nonetheless, with these factors in mind I decided to call my payroll company Parker Payroll Services. It is a generic name and Parker Payroll is rolls off the tongue and will be easy to remember. I will not have my company go by PPS. Parker Payroll it is. I could have made up a name or followed Apple™ by using a noun or a made up word like Pepsi™. My new company has a name. It has a business plan. It has an office. It now needs a logo, branding, and collateral.