Your Logo Is Your First Impression
Armed with a business plan and brand guide, it’s time to consider your company’s image. In a previous post, I mentioned I toyed with the idea of setting up my publishing company in the past but never followed through on the process, only going as far as registering a name and having a logo designed. So, at this point in setting up my publishing company, I already have my logo.
Your logo is the face of your company; it’s your first impression. When registering the name of your company, you choose a name that reflects the energy and vision of your company. Your logo should be a representation of that in some way—whether initials, a symbol, simple text, or graphics. It should be a good representation of what your company is about.
The effort, time, and money you put into creating your logo can vary. For most, the option is designing the logo yourself or having a professional artist design one for you. When I had my logo created in 2016, I chose to have it created by a graphic designer. AI-generated logos weren’t really an option like they are today. Back then, logo generators were pretty basic, and in many cases, other companies could end up with similar designs because there wasn’t much variety and the logos were mostly created from stock elements.
These days, you have quite a few options. If you have the drawing skills, you can design the logo yourself. You can use AI-generated or other computer-based tools to design your logo, or you can hire a graphic designer. Each approach comes with different costs and levels of originality. One thing to keep in mind is how unique your logo is. When my logo was created, it was completely original and wouldn’t be resold. Some logo design companies and AI-generated logo software use pre-existing templates that may also be used in other designs, meaning that different businesses could end up with logos that look similar.
I’ve put together a short list of options for getting a computer-generated logo or working with a graphic designer. I have no ties to these companies and haven’t researched any of those in my list, so I can’t speak to their validity or services. This list is just to give you an idea of what’s out there.
I will give a little shout-out to The Logo Company, where I had all of my logos made. While this was years ago, I felt the experience was a wonderful one. I have no connection with the company other than having used their services and liking them. Once again, check out any company before using their services to ensure you’re making the right decision for your business.
DIY Logo Design Tools
These platforms allow you to generate a logo using AI or other automated tools:
- Canva AI Logo Generator – AI-powered logo creation with customizable templates.
- LogoAI – Uses artificial intelligence to generate unique logos based on your business name and preferences.
- Adobe Express Logo Maker – A free tool offering a range of logo customization options.
- Looka AI Logo Generator – AI-driven logo design with instant previews.
- Designs.ai Logo Maker – Analyzes your brand info and generates thousands of logo designs in seconds.
Professional Graphic Design Services
If you prefer a more personalized touch, consider these services:
- 99designs – Work with professional designers through contests or direct collaboration.
- Fiverr – Hire freelance designers at different price points.
- DesignCrowd – Access thousands of designers to create a custom logo.
- Logo Design Valley – Offers professional branding services.
- The Logo Boutique – Provides unique, high-quality logo designs.
Understanding Trademarks
After establishing your company’s visual identity, it’s important to think about protecting it. This is where trademarks come into play. When I started Bach To Basics Inc. over 25 years ago, there was maybe one other company using the name. Now, there are so many variations of Bach To Basics that it’s hard to pick me out of a crowd. Because my company operates primarily by word of mouth, I’m fairly easy to find for those looking for me. However, if I were counting on cold searches based on the name of my company, it could be a different story.
What Is a Trademark?
A trademark is a recognizable sign, design, or expression that identifies and distinguishes products or services of a particular source from others. It can include words, logos, symbols, or a combination of these elements.
Why You May Need a Trademark
Registering a trademark provides legal protection for your brand. It prevents others from using similar signs or logos that could confuse consumers. A registered trademark gives you exclusive rights to use it in association with your goods or services.
How Much Does a Trademark Cost?
The cost of registering a trademark varies by country and the type of protection you’re seeking. Here’s an approximate breakdown:
- United States (USPTO) – Filing fees range from $250 to $350 per class of goods/services.
- Canada (CIPO) – Filing fees start at $336 CAD, with additional costs for extra classifications.
- United Kingdom (UKIPO) – Costs start at £170 GBP for a single class.
- European Union (EUIPO) – Fees start at €850 EUR.
- International (WIPO – Madrid System) – Costs vary based on regions, but a basic application is around $700 to $1,500 USD.
Additional costs may include legal fees if you hire an attorney to assist with filing. Keep in mind that prices and regulations change frequently, so make sure to do your own research before starting the process.
Where to Register a Trademark
Trademarks are registered at the national or regional level. Some key trademark offices include:
- United States – USPTO (United States Patent and Trademark Office)
- Canada – CIPO (Canadian Intellectual Property Office)
- United Kingdom – UKIPO (UK Intellectual Property Office)
- European Union – EUIPO (European Union Intellectual Property Office)
- International Protection – WIPO (World Intellectual Property Organization)
How Often Do You Have to Renew a Trademark?
A trademark must be renewed periodically to remain valid. Renewal periods vary by country:
- United States – Every 10 years.
- Canada – Every 10 years.
- United Kingdom – Every 10 years.
- European Union – Every 10 years.
- International (Madrid System) – Every 10 years.
Failure to renew your trademark could result in losing your exclusive rights to the mark.
Final Thoughts
Your logo and trademark are essential parts of your business identity. Whether you design your logo yourself or hire a professional, it should align with your company’s vision. If you want exclusive legal rights to your logo, registering a trademark might be something to consider.
Disclaimer:
This post is for informational purposes only and should not be considered legal or financial advice. Always do your own research or consult a professional when making business and legal decisions.
Until next time, I’m just a music teacher having fun. Catch ya on the next one! 🎵
