Image by: Niels Epting
By: Giovanni Fields
The logo one establishes is destined to become the face of his company. Nobody likes an ugly face, so along those lines it is a given that you should invest a great deal of thought into the face of your company.
What’s the first thing you envision when you hear ‘Mac.’ It bet its a half eaten apple, right? And why do you think that is? Its because their logo is simple, yet effective–bold yet unassuming, and above all timeless. The image of that silvery (or multicolored, depending on where you’re seeing it) apple has been permanently branded in all of our brains, and is probably one of the key reasons why the business has culminated billions.
Your logo should peak the interest of a consumer; it needs to be memorable, reproducible, and must clearly explain who you are as a brand. Think about the biggest of major coporations’ logos.
Playboy–the iconic Playboy bunny, simple yet versatile enough to captivate. Windows–very simple concept but a creative design, and colorful but not too garish. And even McDonlads’ yellow M–obnoxious but very distinct, simple and ageless.
Yea, I know it may seem tough to compete with these juggernauts, but here are a few basic questions you should ask yourself before making the attempt.
#1) Will it Stand the Test of Time?
Less is always more when it comes to designing your logo. This doesn’t necessarily mean your logo has to be “boring” per say, but rather simple, bold and understated. The last thing people want to look at is a garish, complex geometric figure that they can’t quite figure out. Instead construct it to be something rather primitive, but with a distinguishable trait.
Macs’ Apple logo is a plain old apple, yes… but their twist may be the distinct bite in the apple–possibly signifying some underlying theme which could have left a stark impression on many of their consumers. Playboy is a plain old bunny’s head, but the extravagant bow-tie explains in 1000 words what all the colors and designs in the world can’t.
A logo that’s too occupied might come off as generic, and will undoubtedly get lost in the endless sea of all the other businesses that are trying much too hard. Classic logos that have survived–like the ones stated above–tend to be simple, perhaps even primitive, but bold and very prominent. So before you go ahead and make the decision, think 20 years ahead of time and determine whether or not your choice will wilt and wither or age like a fine wine.
#2) Is it Professional?
Before you consider using your favorite animal as the face of your company, ask yourself: Does this clearly state and represent what my company is about? While it may seem cool to use a lisenced free image of a smiling hippo to open your new shoe store, a logo needs to be able to reflect the kind of products and services you offer. And unless you design that hippo with a pair of tennis shoes, I can make the assumption that it will not suffice as the face of your company.
Keep it relevant and respectable. An ideal font selection and a simple icon constructed by a skilled graphic designer will do wonders for sending your message to the masses.
#3) Is it Marketable?
Okay, say you got your image–its simple, it’s bold and it’s fantastic, now what? Now you market it. Sounds fun doesn’t huh… The idea of building lucrative and cohesive marketing campaigns with the help of your new logo sounds great, but the problem comes in when that logo of yours isn’t targeting any audiences.
The whole idea behind advertising is relating and appealing to the customer, and if they aren’t able to identify with your marketing techniques, then it will only have a negative effect on your company. The key is to branch out, targeting specific products or demographics.
Your graphic designer should be able to aide you in determining what kind and style logo will be best suited for advertising. Explain to him your company’s goals, inspiration and vision for the future and he should be able to channel that into a logo that is prominent, ageless, and allows room for your company to expand.
Got any priceless business logo ideas that you would like some feedback on? Don’t worry, we promise not to steal your genious idea! Share with us and we’ll give you our honest feedback!