Choosing a logo

Being an independent means that you have to do all the work, you have to design your own logo, think up your own colour scheme, as well as choosing how many colours to use. The good news is that you can actually buy ready made logos from companies that specialise in creating them. Just type “Logo creation “ or “Buy Logo” into a search engine and you can preview and choose from hundreds. The price can be anything from £50 and that is good value for money, when the alternative might be to use a professional design agency.

You can use a professional design company but you will certainly pay for the privilege. I would strongly suggest that if you are creative enough to start your own sandwich company ( you are because you are reading this book ) then you are certainly able to design your own logo and colour scheme, or choose a ready made one, without spending much needed cash on design consultant fees.

Keep the colour scheme simple, two colours at most. Any more than that and the printing costs are extreme. Have a look at other businesses, the best ones use simple eye catching designs, without going over the top.

Getting inspiration

Before making any firm commitment as to the style or even the name of your business, it really is a good idea to cast the net far and wide in search of inspiration and ideas. Visit as many sandwich / coffee bars as you sensibly can. Buy a compact digital camera and take as many photos as you can ( discreetly ) of the layout and décor of the shops you visit. Examine how other independents have ( or haven’t ) overcome the challenges of projecting the right image, without breaking the bank. Make full use of the internet, the information and ideas you could gain are truly staggering.