| From the golden arches of McDonald's to the rainbow-hued piece of fruit with a bite missing designed to symbolize Apple Computers, logos are a part of our everyday lives. A logo helps distinguish one product from another, help consumers readily identify something they are familiar with, and sometimes even tell a story about the company it represents. Perhaps the first step in logo development is for business owners to consider how they wish to be perceived in their target market, explains Michael Krider, art director for Habanero Computing Solutions, Inc. "Does the business want to look big or small, classic or modern, subtle or serious, or any degree and combination of these?" asks Krider. "After the direction is established, the final product should be consistent. It should look like it was created by the same hands in one sitting—with related line qualities, proportions and colors. Poor execution can kill a great idea," says Krider, who has developed logos for clients in St. Louis and Columbia, Mo. Rick Buer, principal of The Designery, a business that offers logo development services, indicates there are several steps to creating logos for clients. "Trying to get a feel for the client, how the client wishes to be positioned, and the client's likes and dislikes help determine ideas that are incorporated into a company's logo development. It's not a one-step process, and some clients have definite ideas. Sometimes it may take a couple of meetings to determine what a client wants. After a concept has been developed, three prototypes are developed, one more creative, one more conservative, and one that we think a client will really like," says Buer. "We can usually fine-tune the process from there." Like the companies they represent, logos can change over time. When a change does take place, Krider recommends maintaining a connection with the previously established identity. Use of the same color scheme or font can help maintain a company's historical investment in its logo, says Krider. "As partners are added, dropped or a company wants to redefine or reposition itself, logos change too. The client has the final say," explains Buer. "It depends on what they're comfortable with." Here are a few examples of distinctive logos that may be seen in the St. Louis area and the story behind them:  Glowing Wick Candles
When she couldn't sleep one morning, Tori Haller, owner of Glowing Wick Candles, started brainstorming a design for her company logo. "I wanted to keep it simple and illustrate the heart of the candle," she explains. Haller said she got input from a design firm to help clean up her design and select typography. Haller's candle-making business started in April. She works with a spectrum of color in her creations, which measure three inches in diameter and range from three to seven inches tall and are scented. Einstein Brothers Bagels billiges hotel PortoDid you ever wonder who those guys are in the Einstein Brothers logo? The characters used in the logo were originally used by Bagel & Bagel, one of Einstein's founding companies based in Kansas City, Mo. "Each of the brothers has his own distinct personality," says Jen Copenhaver, marketing assistant for Einstein's in St. Louis. "Elmo (bald with glasses) strives to create the perfect bagel. He is always looking for ways to create the best bagel and most creative varieties. Melvyn (beard and hat) just likes to hang out and eat great bagels. Together they personify our mission to create fresh-baked gourmet bagels in an inviting cafe environment that combines authentic taste of a bagel bakery with the comfortable setting of a neighborhood meeting place," says Copenhaver. As for the name of the brothers, "Einstein" was selected because it was easily recalled during consumer testing and because it added a family feel to the business," says Copenhaver. Einstein's operates businesses in Washington, D.C., and 25 states. A Backrub Company A society full of the stress that modern life brings could use a little relief once in a while, believes Sid Wasserman, a certified massage therapist and co-owner of A Backrub Company. five star hotel in ValenciaWhen the company opened in Clayton it had no logo, but he wanted to design something that represented a relaxing flow, says Wasserman. "At the time, the Hale-Bopp comet was in a flowing mode, and we weren't sure if we wanted the sun or the moon as part of the design," says Wasserman. "My partner, Cheryl Wilke, a licensed professional counselor, and I discussed how we could represent the flow of relaxation and how it moves into a feeling of contentment," says Wasserman, who recently moved his business to Crestwood Plaza. "What we came up with was really a joint effort, and it went very well with our new location." The celestial flow of relaxation gently bends, and ends with a star radiating contentment, happiness and a smile, explains Wasserman. "It reflects what we offer, which is quick and healthy stress-reduction. The positioning of such a business in a retail setting has been more commonly seen on the East Coast and in Chicago," says Wasserman. "But almost any urban setting has a good number of people who could benefit from a back, scalp or foot massage. We've had a phenomenal response." The Designery The Designery says "sign is our middle name," on their business card. Although the company offers a variety of services, signs represent the core of The Designery's business, and the logo highlighting "sign" helps express that message. Owners Rick and Lisa Buer offer logo development and design, graphic design for local agencies and signage development and design. "We're really a one-stop design entity," says Rick Buer, who spent eight years in the marketing/image-enhancement business prior to founding his own company. "We've been in business for two years and try to fill the niche between graphic art, printing and signage," says Rick. He believes the retail approach to the services provided by The Designery's Clayton storefront makes them more accessible and welcoming to potential clients. Before Buer and his wife came up with a name for their business, they had developed about 40 possible options, he says. "We did a lot of informal brainstorming and decided to seek the help of an objective third party, who kind of became a facilitator in the process," says Rick. Whatever your kind of company, spending the time, thought and money to develop a logo that vividly and clearly expresses your company's services and image should pay off handsomely. After all, it's a basic part of establishing an identity that appeals to new and present customers. Elizabeth Freeman is principal of Panda Communications, a company serving the media relations and public relations needs of small and growing companies in the Metro St. Louis area. So, you need a logo and don't know where to start? Here are a few things to think about: - What type of service or product do you have to promote?
- Who are your potential clients? How do you wish to be perceived? How and where will your logo be used?
- If you want to develop your ideas with the help of someone but don't know where to begin, look at some logos you admire. Ask someone from the company who helped develop the concept and design.
- Logo development and design for your business is a time-consuming process. Don't try to rush it.
- If your company is a new business with a limited budget, contact some of the local universities or community colleges with art departments. For a small fee, you may be able to find a graphic art student who can help you with the project.
> See also: Advertising | 
