I used to advise new solopreneurs to invest in a professionally-designed logo – something that reflects well on their business and conveys a certain permanence. And while I have one that I use for invoices and proposals on letterhead, I haven’t used a logo on a business card for years.

Why? A couple of reasons. First, my goal is always to be building my word-of-mouth referral network and that means people remembering my name. I cannot think of an instance in which I remembered a professional because of the person’s logo. In fact, I often can’t remember a person’s business name, but I always remember the individual’s name. So I want to make sure that what my contacts remember is my name and not just a splashy logo.

Second, customized business cards are getting better and better. I order new cards every six months or so, based on my marketing focus and what events I will be attending. Sure, I could slap my logo on a card and just keep printing copies as I run out, but I really like the designs available through companies like VistaPrint.com and MOO.com. The layouts are clear, the designs eye-catching and professional, the options for card stock almost limitless.

I was surprised when I was showing some colleagues my latest business card and, after handling the heavy card stock, rounded edges and thought-provoking quotes on the back, they all asked for a card to keep for themselves. They all knew who I was and how to get in touch with me, but the card felt like something worth keeping. (It was MOO’s “You Can Quote Me” design.) Note that the design and layout are eye-catching enough that I didn’t need a logo to make the card worth keeping.

So, while a logo is nice to have, I would probably invest more on business cards you really like and less on a fancy logo that you don’t use much.

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