Why do I need a logo?

Why do I need a logo?
When it comes to designing a logo, often the considerations that go into it are based on face value ... the colour choices, the nature of the type and the style of the graphic. While these elements are important and should not be overlooked, what has proven more significant is the meaning and value the logo carries. And this meaning, if executed well, has the ability to forge a long- lasting, memorable impression that develops customer loyalty and resounds in easily won repeat business.

There are 2 clear reasons why a business would consider a complete redesign of their logo or look towards refreshing an existing one:
1. Sharpen the business focus
It may be that a business has sharpened their focus and they’ve thought it beneficial from a marketing point of view, to communicate this focus to the general public.
2. Shake things up
Alternatively it may be part of a strategy to shake things up; almost like saying hey take a look at me now!. The driving motive is to invigorate interest in the market and often has the flow-on effect of inspiring employees. In both cases, the desire to signal change is the key motivation for a logo rethink.

So establishing the reason for change starts the hunt for the right logo. A common trap many businesses fall into is a focus on the logo’s visual appeal only; the choice of colours, the imagery, the typography. They start designing their logo from the surface level and don’t stop for a moment to explore the deeper roots that anchor a logo and give it substance. It’s similar in a way to choosing a plant for its beautiful foliage and not taking into account the garden it will planted in, whether there’s shade or not, what soil conditions it needs etc. The wrong choice leads to a disappointing and expensive exercise. With an eye on the visual appeal alone, a logo can fail to form a true association with the business and this misdirection can ring false to the prospect.
The way to achieve integrity with a logo is to follow a simple and clear process of analysis before embarking on the design. There are three main marketing considerations that need to be looked at when defining a new logo:

Will the logo withstand the test of time?
A logo needs to serve its purpose for a minimum of 5 years. A way to ensure your logo will be relevant in the future is to go through a bit of a business soul search. As a starting point try to define the vision for your business. Where do you see the business in 5 years time? This is an important exercise in visualisation as the logo needs to be relevant in the future and should become a beacon of inspiration that will assist in leading you to that goal.

Does the logo appeal to the best buyer?
Another aspect that must be defined is the key target audience; what types of people or businesses constitute your best buyers, bring in the most profitable sales and/or are the easiest to deal with? Your logo needs to be driven by who this audience is and what appeals to them. It is pointless having a logo that has a high tech look when you want to strike a chord with pre-retirees and baby boomers.

How can the logo express what is unique?
Of course you want your logo to be distinctive, however the distinguishing characteristics of the logo need to have significance. This is where defining your Unique Selling Proposition or USP is critical. Ask yourself, or brainstorm with your team, the following question; “What makes us different from the next …..business down the street”. Getting in and defining your USP is probably the single most important factor that needs to be communicated visually through your logo. Remember your USP should drive the distinction and it need not be unique in the world, just distinctive enough so you can own it in your industry.

Now some practical Do's and Don'ts
Consider all its uses
Most businesses would be using their logo on the web as well as in print. Therefore the logo needs to work across a wide spectrum of uses - signage, stationery, promotional items and newspaper & magazine advertising. There will be a need for different sizes and versions for different applications too - a full colour version on promotional postcards or brochures and a gold-leaf or etched glass version that works on the main entrance door. If it appears on television, the logo could be animated.

Ask yourself, or brainstorm with your team, the following question; “What makes us different from the next ….business down the street”.

Dont ignore established goodwill
If you are looking to refresh an existing and established logo, think twice before any radical change. Look first at an evolutionary change. Try to find a way that forges a link to the past while keeping the logo relevant for today. Established good will is not something you want to treat lightly.

Keep it simple
Well designed logos should be simple in form. They should contain only one graphic idea, one gimmick. If there's a symbol, the name that goes with it should be plain and unadorned. And if it is a wordmark, one idea or device makes it special-like IBM's stripes. (The more unique the name, the simpler the graphics can be).
The same rule applies to the message conveyed - one message forms an impression, more than one dilutes the impact. In content too, great designs try to express no more than one attribute (such as stature or speed or dynamism) and support a single aspect of positioning.

Article Source: http://www.articledashboard.mk

We offer you a complete solution to communicate your message in a stimulating and consistent way across all media; whether it's through websites, logos & corporate identity, brochures, email marketing, or a complete marketing strategy. Author Carol Lobo www.pakka.com.au/logos.html

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