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Does your logo do these things successfully?:
1. IDENTIFY your company, product,
or service.
2. DIFFERENTIATE it from the mass
of other similar companies.
3. COMMUNICATE information as to
your products value and quality.
4. ADD VALUE by causing you to provide
a quality service in order to maintain your company's reputation.
5. REPRESENT potentially valuable
assets. When people see your logo, can they tell by the design
that your product or service is of high quality.
If your logo doesn't do these things,
then you might need to update it, possibly seeking professional
advice.
Is your logo design really that important?
It is extremely important! Your
logo is a part of the foundation on which you build your brand.
Especially since the recent explosion of Internet businesses,
but even before that, consumers have an overwhelming variety of
choices. Chances are that whatever you are selling, there is something
similar to it available. Chances are there is someone in direct
competition with you right now. Yes, there are very few products
that are shielded from direct competition because of a patent
or for some other reason.
It is because of this that much
of your efforts in marketing and branding should be concentrated
on building a distinctive and differentiated "brand personality"
for your company.
Take the success of Coca-Cola and
Pepsi-Cola. There is some difference between these two products,
but this difference is very subtle. Plus, there are hundreds of
other brands of cola on the market. Even so, these two brands,
Coke and Pepsi, are able to dominate the world wide cola market.
What is the main factor for their success? It is the strength
and appeal of their brands.
And what is the foundation for their
brands? It is their powerful Logos!
Your logo is the means by which you
can distinguish your products and services and therefore serve
both your needs and the needs of your customers. Ok, so what are
the TOP 5 components that make up an excellent logo?
1) Long lasting style.
It is often tempting to adopt a design that looks really cool
at the time but that can become outdated very quickly. This leads
to the logo being constantly changed. Your logo designer should
resist the urge to change your logo unless it is really necessary.
It is only after consumers frequently see your logo that people
may start to notice it. (Sometimes this is after you are already
bored with it)
2) Distinctiveness.
It is interesting to note that many new companies adopt logo styles
that are very similar to everyone else's. Don't go overboard though,
your designer should be sensitive to cultural norms. A really
wacko design wouldn't do well in a funeral home. However, you
should still seek distinctiveness.
3) Appealing to consumers.
Your logo must be appealing to those who aren't affiliated with
your company. This means you must test your logo. Show it to your
customers and see what they think. Ask them what emotions it evokes
in them.
4) Conveys the right image.
What image are you trying to get across to your customers? Corporate?
Upscale? Franchise looking?
5) Legibility
No matter what you do, if people don't understand your logo, then
it will be ineffective. Who are you trying to target? Where are
you going to be displaying your logo other than your web site?
Will it be on your letterhead, business cards, auto signs? Does
your logo put out the same message no matter where it is displayed.
In conclusion, your logo is central
to your company's "personality". Even if your company has a great
personality, if your logo doesn't convey that, then people may
get the wrong idea and never do business with you. Within your
logo and company name is held all of your investments, because
it is this clear, identifiable aspect of your brand that the consumer
uses in selecting your company or purchasing your products.
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