Logos for a small business – what to consider

Kaleidoscope Cropped


I’ve been experimenting with logos for my new business.  Same old company, just re-branding in a modest sort of way.

What are the important considerations?  Here’s what I wanted:

1.  Eye-catching, engaging in all media – online, business cards, letterhead (does anybody print that anymore?), newsletters, ads

2.  Consistent with mission of the company – Represents the different business lines without being confusing

3.  Owned by the company.  Believe it or not, ad agencies try to own your logo if they create it for you.

4.  The jpg is easy to work with and can be easily dropped into any new communications.

Most of you know that I’m an independent distributor for LifeVantage products – all two of them:  Protandim and True Science.  Because these products represent breakthroughs in free-radical science and treatment for oxidative stress, I wanted to choose something for my company that looked “healthy” or “scientific” without being ho-hum.

You might ask why I’m not using their biz cards, or logo.  It’s because The Stockholm Companies needs its own identity as a portal to get to LifeVantage or my art or technology consulting work.  I wanted to use my own creation in an interesting way and then use technology to morph it.  It had to have flow, look appropriate and be fun and colorful.

The Runner - Acrylic on Canvas

At first I tried The Runner, but the colors didn’t pop when I put them up on Facebook.  And I couldn’t get the Runner looking right on the website blog because the banner was long and narrow, and the Runner was tall and skinny.


So I found an old blue and white print, where I’d used a kaleidoscope function to morph it on a red background.  I’m trying it out on the website and have made some business cards, too.  Facebook has it as a fan page called “Protandim for Baby Boomers” – I need 25 visitors to like it in order to have my own link, which should happen soon. So if you want to see more details and how the logo looks on FB, just do a search for it.

If you want to know more about Protandim and True Science and see the beginnings of my company blog, please visit: www.stockholmcompanies.com/blog – let me know what impresses you about the products and what you think of the logo.

Have a great week!