Well, in some cases not a lot, judging by some of the efforts I’ve seen. At the other end of the scale, big companies often spend a small fortune getting their logo just right. When I started my IT company in 2002, I decided pretty quickly that I needed a logo to use on business cards, website, social media, and other marketing material but I certainly could not afford a professional designer.
So, my options were to do it myself or use one of the many (often free) designs available online. I wanted the logo to say something about me, and my business, so I felt it was important not to use a stock design.
I wanted the basic shape to illustrate the concept that IT systems need to be robust and stable, comprising many layers, built upon each other to achieve the desired result. As any engineer knows, the triangle is the strongest shape in construction and for me this shape conveys how good engineering principles also apply to IT.
It also shows how the technology comprises a broad base of technology and processes that supports the more intricate structures above. Like the duck gliding through the water by paddling frantically below the surface of the pond, the underlying mechanisms of a good IT system are hidden from view.
The layers of my logo represent the way in which the individual components are built layer upon layer.
The broad base represents the infrastructure on which IT systems are built. This includes the networks and physical devices as well as the people who keep it all running.
The second layer comprises the operating systems, databases, backup & recovery systems, and other “enabling” software – necessary, but not directly accessed or visible to the user.
Then comes the “application” software, interacting directly with the user, helping them to achieve their goals: word processing, CRM, graphics, email, and the like.
At the top of the triangle are the users themselves, arguably the most important part of the whole system. This layer acts as a reminder of how important good customer service is, a key element of my business.
In popular colour psychology, blue represents trust, honesty, and dependability, attributes that I believe to be extremely important and for which I continually strive to achieve in business as in life outside work.
Taming Technology, so you don't have to
Taken altogether, my logo represents my philosophy: that IT should support businesses without being overwhelming or causing unnecessary stress. Clantec takes the strain and, through excellent customer service, the pain, of IT. We help to save the business money by being there for our customers when needed and like a good servant, invisibly keeping an eye on things when all is well.
What does your logo say about your business? Let me know in the comments.
About the Author:
John Sanderson is the Chief engineer at the IT Department, a division of Clantec Solutions Limited,
helping individuals and small businesses with their IT challenges.