Does a Tradesperson Need a Logo?

Short answer: you need something consistent, but you do not need to spend a fortune. A plain, well-chosen name in a strong typeface, used the same way everywhere, does most of the job.

What a logo is actually for

Recognition. When someone sees your van on Monday, your board on Wednesday and your website on Friday, the logo is what tells them it is the same firm. It is not there to explain what you do or to win design awards.

What makes a good one for a trade

• Simple. It has to work on the side of a van at forty miles an hour and at the size of a fingernail on a phone.
• Readable. Your name should be the main event. Fancy script fonts fail this test.
• One or two colours. Easier to recognise and cheaper to print on workwear and signs.
• Works in a single colour. It will need to go on invoices, embroidery and stamps.
• Not tied to one service. A tap in the logo is awkward once you do bathrooms and heating as well.

Things that date quickly

• Clip art of tools, houses and lightning bolts
• Gradients, shadows and 3D effects
• Five different colours
• Cartoon mascots, unless you really mean it

How to get one

A local designer or signwriter

Often the best route. Many signwriters will design a simple logo as part of doing the van, and they know what works on a vehicle. Expect anything from under a hundred pounds to several hundred.

Online logo services

Cheap and quick. Quality varies, and very cheap logos are sometimes reused templates, so check it is original.

Do it yourself

Your business name in a bold, clean typeface with one strong colour is a perfectly good logo. Many well-known firms have nothing more.

What files to ask for

This catches a lot of people out. Whoever makes your logo, ask for:

• A vector file (SVG, AI or EPS). This can be scaled to any size without going blurry. Signwriters and printers need it.
• PNG files with a transparent background, for websites and documents.
• A version for dark backgrounds and one for light.
• A square version for social media profiles and your Google Business Profile.

And make sure you own it outright. Get that in writing.

Consistency matters more than the design

An average logo used identically on the van, the website, the invoices and the shirts beats a brilliant one used four different ways. Pick your colours and typeface and stick to them.

No logo yet?

Do not let it hold you up. Getting found and collecting reviews matters far more than a logo. We can start a FOUND website without one and add it whenever it is ready. Still choosing a name? Start with how to choose a business name.