Do you have a logo?

An effective graphic logo helps your company stand out in a sea of words, and makes it easier for your customers to identify you. Most small businesses don't have a logo, because most small businesspeople think logos cost a lot of money, but you can design your own logo by looking at sample art at any print shop and then modifying it for your own use.

When designing a logo, keep five essential ingredients in mind.

* Timeless. Your logo should be able to represent your company for years. Choose symbols or images that won't be dated by technological progress, for example.

* Simple and Recognizable. It should be instantly recognizable and easy to understand. Customers shouldn't have to stare at it to figure out what it is, and the design should be equally effective in black and white as it is in color. (E-mail messages are transmitted with only text characters, so think about how you'll represent your design with combinations of text characters in your e-mail signature.)

* Unique. It should be different enough so that people associate it with your company only, and don't confuse it with another company's logo.

* Compatible. It should correctly symbolize your company or your business mission.

When you've come up with a logo, use a color version of it on your web site and your paper letterhead, and use a text version to dress up your e-mail signature, discussion group signature, or e-mail brochures. Use the logo on all your messages so it becomes solidly associated with your company.