Magic Behind the Brand

Your Logo & Identity Markers

We are all biased when it comes to our company and our logo and won't admit that it needs an update every 10 years. But what does it really take to have an amazing logo that has that WOW factor, one that attracts people, makes them want to engage with you, and have that look that looks like it took 5 years and a $100,000?

Design Brief. When I start a new project with my clients, they are either re-branding or starting a new, so either way I have a Design Brief, which is a two-page document that puts everything on the table; all the essential questions from color, visual, word marks, special effects, the market geography and demographics of your audience, information about your product or service and much more including colors you don't want. This allows me to have a broader understanding of the conceptualization for my design. If you are working with a designer who doesn’t offer this, you should probably start questioning them.

Research. Develop a plan and start your research, look at other business that are the same industry as you are and see what everyone else is doing. Look in different areas to see what businesses are doing around the country, which ones are successful and why. Keep a spreadsheet of the good, bad and ugly that you find so when you sit with your designer you will have examples for them - what we think is good and you think is good could be completely opposite.

Keep it Simple. We aren’t in Germany where every name you have to go to school to read or try to pronounce it, if it takes too much effort, more than likely the consumer will forget it and/or move on. The name of your business is a strong element and will tell your story if done correctly.  You would think that this is common sense but if your customers can’t pronounce it, there is a problem because they won’t use it, and then what, a complete re-branding and logo design process, well that is up to you and how much money you already spent of your marketing plan. Re-branding is a huge deal with consistency and consumer comprehension – which we will talk about later. 

Word-mark or Logo-mark? Decide if you are looking for a word-mark, symbol or logo mark (which is both a symbol and word-mark combined. You can see a few examples of them below. This is outlined in my design brief I had out to my clients to ensure complete understanding of what they are getting.   Never forget about the shadow of versatility. You are vastly in the design looking at drafts making changes.  Remember that this will have to go on everything you have; make sure it is versatile from all mediums. From clothing to pens, promotional items and marketing material. Have variations of the logo for clothing that is dark versus light and vice versa, and also make sure you obtain the vector art from your graphic professional so you can make those variations you need in the future.  

Straight up. You can never be 100% on what people think is too long or not straight forward enough or even if it’s catchy because face it everyone is so diverse – from geography, male/female, and demographics from that area and about a million other factors so the best way I’ve found is after your logo is done conduct a survey, that way people don’t feel like they are throwing you under the bus and you can get a great outlook.  Just in your defense keep it short and sweet – it doesn’t need to be five plus words long.

Step by Step. There is a process for your logo, and it’s not perfect it’s definitely a necessity. It might not progress as prompt as you want, and that is exactly what you want. Take your time and let the designer do their job. After the initial meeting, there is a brainstorming and conceptualization session, then drafts are designed, then we step back and take a breath – this allows us to think and let the design set in to make sure it makes sense and then tune it up before we send you the draft production. This is a sheet in a brief outline that shows you a few different logos and possible diverse versions of the logo. After you meet and discuss option and choose one or choose to make changes, we take a step to the side and let the creative process take hold and finish up or make more revisions and repeat until you have a logo/brand that you are satisfied with.  This shouldn’t be a hasty development process.

Be Picky. To an extent yes be picky; if you don’t like it say so without being rude or a problem client, it is much easier to work with someone who is laid back and gives you an ounce of design freedom while following the guideline set forth in the beginning. If you are a Hitler during the design process, it is likely that the project will not be as successful as you want – frustration and stress do not equal a great brand!

Consistency. Uniformity of your brand and use of your logo are crucial to how you are identified out in the community. Humans are very visual beings, they love to use known companies and products by business’ they can identify. So when we talk consistency, it is not just on your website and business cards, it should be your letter head, fax sheets, clothing, marketing and promotional material, Internet Ads, social media accounts, and update any articles or blog you have as well. The best avenue is to create a massive email newsletter blast with your old logo and introduce your new logo to get the word out there on a mass scale. Don’t let potential customers or even current customers fall through the cracks just because they didn’t recognize you.

Rationalize. Just remember that no one is perfect, no logo or brand is perfect.  Perfect is in the eyes of the business owner, and you have complete design freedom with the logo. It doesn’t have to fit in a perfect box shape – that’s the beauty of it, you can color outside the lines.  Don’t over rationalize your logo with grids and straight lines, build your brand by your rules to make a lasting impression.  This will be with you for the next 20+ years so make it your way!

Just Don’t. Don't try to make the logo do too much: it doesn't have to reflect every aspect of the company's history or demonstrate what the product or service is. A computer company's logo doesn't have to show a computer (Apple's doesn't). A restaurant logo doesn't have show food (McDonald's) doesn't. Keep it simple.

Be Responsive. Make your logo design responsive to everything. It’s going to be used everywhere. Remember our conversation in the consistency discussion above, well this goes hand in hand. Your logo will be used on your website, so responsiveness is very important, especially when probably 50+% of clients are on smart phones these days. Do your research on your demographics and make it happen!

Super weird fonts. I see this way too often. Clients think that the weirder or more script the font the better the look, it is quite the opposite. You can have a unique font and put your own twist on it and still have an amazing look, just make sure it is readable – and consistency is key!

Use Your Negative Space. This might take some creative flow to find an object that represents your business and a space to put it in. I love the example from FedEx.

Silent but Deadly. Check for hidden words, abbreviations, meanings, and objects. Can you spot the hidden images below? Be careful of the hidden objects, some can be great and planned and others aren't noticed until it’s too late to fix and the damage has been done.  Click the link to view more.  http://mentalfloss.com/article/53146/11-hidden-messages-company-logos

Thanks for stopping by to read the Top 14 Things to Remember when you are designing your logo.

Happy Marketing!