Visual Marketing: 99 Proven Ways for Small Businesses to Market with Images and Design

22. A Reflection of Style: Incorporating Your Business Style into Your Logo

There are many small businesses that reflect their owners' personalities. Take Sarah Petty's The Joy of Marketing, for example. The owner and the business are so close, it made sense to design a logo that reflected her bright and playful style. As a successful photographer, Petty wanted to tie her photography business to a boutique marketing agency that could help creative business owners create a strong brand and profitable business. She also wanted a logo that fit in with its sister photography firm.

Why It Works

The Joy of Marketing logo feels joyful—giving extra meaning to the brand name “The Joy of Marketing.” Petty wanted her marketing logo to be as bright and playful as her photography was. For different online events, The Joy of Marketing uses a slight variation of the logo to reflect different themes, which keeps the company's creative audience engaged. Another positive feature of the logo design is that it doesn't try to appeal to too wide an audience.

“We knew that because of the attention to detail we preached and the type of person who cares about those details, our audience would skew female,” explained Petty. “We are large believers that as a business, you don't want to be all things to all people. While we do have quite a few men in our audience, we definitely skew toward a female demographic.” ...