In today’s business world — where competition is keen and the Internet trains instant reaction to strong visual messages — a company logo can quickly attract or repel customers. And an attractive and eye-catching logo is doubly important for a portable sanitation contractor — whose staple product, the portable restroom — can instantly elicit a negative impression right off the flatbed truck.
The days when you could whip out a black indelible marker and scrawl your company name across a restroom before delivery are obviously long gone. A solid core group of PROs are steadily moving the industry toward a more professional image, and an appealing company logo can strongly reinforce the other professional standards you strive for — customer service-oriented technicians, uniformed employees, and the kind of well-cared-for fleet you can be proud to park in your driveway.
Chad Rott, owner of Happy Portables in San Bernardino, Calif., understands the power of a quality logo for his company. The PRO featured in this month’s PROfile (“From the Ground Up,” by Sharon Verbeten) had an acquaintance who formerly worked for the hip and trendy No Fear clothing company. The graphic artist drew a leaping, smiling portable restroom with human characteristics, and Rott knew he had a logo people would remember.
As you can see in several photos that accompany the story on Rott’s business, the caricature has become the face of Happy Portables, in everything from the company’s restroom inventory and fleet of trucks to the apparel worn by workers in the field. The logo and company name stick with people, and Rott is convinced they play a role in generating new business.
If you look at Rott’s logo and think it’s time to refresh your company’s image, here are a few pointers to get you started on developing a new logo:
Keep it simple
Some of the best logos are also the simplest. More than 20 years ago, Apple Computer Inc. settled on the profile of an apple with a bite taken out of it. It seems like most everyone you meet today carries that instantly recognizable logo with them on an iPod. Is there a Nike swoosh on the shoes you’re wearing today? It doesn’t get any simpler than that. But you certainly know it’s a Nike product when you see that symbol. While Happy Portables successfully uses the caricature of a portable restroom, who says a PRO has to use a sanitation theme for a logo? Maybe clients would find a more generic logo refreshing when they see it on the side of a restroom.
Don’t be afraid to spend a few bucks
Just because your sister-in-law used to teach a children’s art class doesn’t mean she can produce a professional business logo. Creating an appealing logo is a lot harder than it looks. A good graphic artist may come up with several fresh and creative logo designs that expertly convey the image you want for your business. Because this type of expertise is difficult to find, you may suffer a little sticker shock when you see the bill, which can run into the thousands of dollars. But if a professional logo draws attention to your company and is an integral part of your success for years to come, it’s well worth the price. And the price of a logo pales in comparison to the money you’ll spend adding it to restrooms, trucks and uniforms.
Look at the big picture
Keep in mind that a logo will be displayed beyond the sticker on the door of your restrooms. While you might like how a logo looks when you open it on your computer desktop, it might lose its charm when enlarged on the side of a service truck. An image with a lot of details or multiple colors may look handsome on the truck, but might become a muddled mess when you shrink it down for a business card. Knowing how a logo will translate for a variety of uses is another area where a professional artist will help.
Keep it tasteful
I’ve heard from PROs who claim to make catchphrases like Number One in the Number Two Business work for them. But I have to think the scatological humor is more of a liability than an asset. The best argument for moving away from images of outhouses and names featuring toilet humor: How would clients who rent your VIP restroom trailers feel about seeing those things on the units at their upscale wedding or business function? In recent months, I’ve heard from a number of PROs who say their simple and elegant logos have garnered them more VIP jobs. From others, I’ve heard of clients who request trailers without any company signage or to have the signage covered up. I think it’s safe to say that a client is more likely to ask you to cover a logo that event users might consider gaudy or offensive. It’s better to err on the side of a tasteful logo.
Check out some samples
Keep your eyes open for attractive logos on the trucks and in advertising for companies in your area. If you see one you like, call the company and ask who designed their logo. But don’t limit your search to local companies. Here’s an interesting way to check out hundreds of portable sanitation company logos from the comfort of your office: Go to google.com and run a “Google Images’’ search with the keywords “portable restroom logo.’’ Examples will pop up from all over the world.
