Is your logo worthy of your brand?
It’s amazing the time and energy a company will invest in a logo. I can understand the need to be picky and the constant requests for changes as this will be an images that will need to stick around for a while. Not only will it be imprinted on letterhead, brochures, business cards, web sites, products and product packaging but also in the minds of current and potential customers.
Think of the logos that come to your mind. Why do they come to your mind? I bet the first one that popped into your mind has a very simple yet elegant design the completely identifies the company or company name. A great temptation in logo design, especially to the client is to cram as much information and design ideas into has possible because the charges for logos are usually more than a lot of other projects? Why do so many designers charge so much for logo work? It’s not the complexity but rather the time spend with the client to get it right in such a way that matches the company and their mission. Probably the biggest mistake I have made in the past is charging too little for logo work. Often logo designers are charged to create logos even though they don’t really know the company. They may have the skills to create the finished project in under an hour but often to get it right and to satisfy the customer it can literally take months. No, Joke.
If you want your logo to be right in a reasonable amount of time make sure your designer clearly know what your business is all about. The logo may not have anything to do with your product but it can quickly identify the name and mission. A great example of a logo that works is the logo of Apple Computer. It’s the simple shape of an apple with a bite taken out. Of course the apple itself is a no brainer but how it is presented, especially in it’s current form is the key. The company is know for producing products that are easy to use in a very visual way.
All that being said if Apple did not have the reputation it did for the quality and design of it’s products it would not be worthy of the logo. It’s amazing how many people love to sport the little Apple stickers on their car bumpers, notebooks, etc. Yes, some do it as a status symbol but many are just proud to announce they are a user of the product. Branding begins with your products and/or services. Are they worthy of your logo or marketing designs.
When I was younger the logo of Izod was a big status symbol. People wanted to wear the shirts just because they had the little alligator on them but I was one of those people who hates to advertise for another company for the sake of status and nothing else. The blog, Marketing Environmentalism has an interesting article called, Tattooing Your Brand Love. If someone loves your brand so much to get it permanently etched in their skin says something.
What is your company doing to make a logo worthy of the brand? Are you clearly communicating your mission to your designer? Are you willing to spend time and money before the first lines are drawn to get your message across? If you are looking for a cheap solution to get some quick artwork what does that say about the attention you give to the rest of your business? Conversely can the fact you are spending way too much time and money on a logo show “too much attention” to perfection. Often a logo will not be perfect or adhere to the most current design trends but if people identify it with a quality product it is often best to leave well enough alone. A good example is the controversy of the new Xerox logo.
