An unprofessional or inadequate logo can mortally wound a small company’s image. At the same time, a slick-looking letterhead or business card can create an impression of professionalism and experience. Many small-business owners, however, don’t have the money or the clout to hire a graphic-art company for a smartly designed custom logo. Others simply don’t understand how important such a logo is.
Enter Morgan Lynch, co-founder and CEO of LogoWorks, based in Lindon, Utah. His 62-employee company specializes in creating effective logos and making over bad ones for small-business clients. Smart Answers columnist Karen E. Klein recently spoke with Lynch about what goes into crafting an effective, eye-catching logo, and how small businesses can go about improving their public face.