Logo Design: Three quick important concepts
As we come along in our industry, we've realised there are many young businesses that have put themselves out there, only to be burnt by bad advice, cruddy service, or just plain ignorance. The plague of apathy for business done well has literally taken over some parts of our country - and it's time we started to demand more.
As a marketing firm, we find ourselves at odds with many business owners that put high value on the best deals and sometimes sacrifice quality for those results. However, when the subject is something tangible that you will be using over and over again to signify your impression in the respective market, (*cough* LOGO! *cough*) one has to really take a long hard look and be absolutely sure that every pixel translates into your brand identity. Remember, every time a person sees your brand, they'll be associating it with adjectives in their mind that correspond with a value they perceive. So if your logo looks like an elephant sat on it, most likely that's what people are saying about you to their friends!
So without further funny stuff, we're going to share with you three easy points of reference we consider absolutely imperative in creating a brand image that will not only stand the test of time, but will explain to your customer everything they need to know about your business quickly and effortlessly.
1) Logo Design is an Art
Sorry to have to break it to you, but if you're not an artist, then you should not conjure up an artistic talent and run off to a free logo creator and go all Sistine Chapel on it. Most likely you'll create what you think is acceptable, but I can guarantee it will be ripped apart by not only your opposition, but your customers as well. Be sure to find a designer that will take their time to put together a symbol that you can use almost anywhere. Better yet, find yourself a marketing team that can properly build your brand and assist with managing its parameters. I'm sure you can find a good one here.
We love working on logos and logo revamps, and we pride ourselves on using only the best designers. Unless you're a professional, or were born with a silver paintbrush, don't undertake this responsibility by yourself. It takes a lot of work to get it just right and hopefully these three guidelines shed some light on the subject.
2) Your Logo is your main asset
We've written on this topic before, but it's worth repeating. You can find a more detailed article here, but always remember, your brand logo is your best asset and unlike a car it can avoid depreciation. Your logo will receive significant boosts in value over time if it is designed properly and used in the right way. As long as you stay true to your brand image, the limit is boundless. In fact, a logo has the potential to be worth more than any other part of a business. Put that brand value in trusted hands and watch it soar.
3) Protect your brand!
Interesting one, no? Funny enough, we seen "Brand Abuse" happen quite often. It pays to be sticky with how your brand image is projected. Don't just let anyone slap your logo on anything. And DEFINITELY don't let anyone alter your logo in any way (i.e. stretching, distorting or removing/adding items). There are strict rules and guidelines that need to be adhered to when speaking about your image and its value. Ask your marketing team or designers to be diligent and provide you with brand guidelines so there is a consistency in your advertising and promotion.
Don't forget to be stingy with whom you align yourself with as well. Not every chance to get your name out there is beneficial. If customers start to see your brand associated with products or services that are reprehensible, then guess what - you'll be right down that toilet with them. One wise man put it this way: "If you hang out with filth, you smell like filth".
Don't abuse, or let others abuse your logo and make sure you aren't afraid to say no to anything or anyone that will reduce the value of or detract customers from your brand.