Three decades ago, I was in the market for a good quality microphone for my humble home recording studio. I did some reading, hit the stores, and heard a lot of sales pitches. In the end, I took the advice of a friend. “Don’t skimp on a mic,” he said. “Spend the money and buy an AKG414. It’s a great all-around microphone, and you’ll have it forever.”
Sure enough, that microphone has served me (and my recordings) well for 30 years, and it still looks and sounds as good as the day I bought it. It was a stretch for me at the time, but it turned out to be a great investment. Sometimes it just pays to pay more.
I offer that same advice to anyone thinking about creating, or even refreshing, their company’s logo. Your logo is the face of your company, that all-important first impression. Just as there are no two faces exactly alike, your logo should express with clarity what makes you unique, what makes your company the better choice. That’s a heavy load to carry, but that’s how important your logo really is. Aristotle said it best a long time ago: “The soul cannot think without an image.”Read More