| Oct. 21 2006 at 9:27 PM |
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The biggest mistake most new businesses make is to assume the creation of a logo is just about the only thing necessary to establish a brand. There's so much more to it - and much is covered very well in "Step 9: Establish a Brand."
Graphic design icon Milton Glaser once said "The logo is the point of entry for the brand." Unfortunately, the "Create a Logo" portion of "Step 9" is a bit too simplistic and just does not go into enough detail about the creation of the primary element of a business or organization's branding, promotion or advertising.
When initiating the task of establishing a new business logo, most businesses find themselves wandering (or stumbling) into foreign territory. The following tips will assist those taking on such a project; making the design process a bit easier when dealing with “creative types” in solving a firm’s identity crisis.
1.) Do not try this at home
Having a computer, and design software programs, does not make an individual an identity designer. Hire a professional to create your business logo – a basic element of your “brand.” Not all graphic designers, or design studios, specialize in identity design. Do your research in selecting the designer, or firm, to best fulfill the specific requirements of your business identity project. Seek referrals from businesses previously working with identity firms, flip through logo and identity design books at a local bookstore for design styles you like, or review portfolios of designers – in person or online – until you find the design professional best fitting your needs. Select someone with whom you will “play” well. Larger corporate identity projects and continuing branding efforts may evolve into a form of marriage between a business and a creative company.
2.) Follow the K.I.S.S. Principle
Nearly 30 years ago a design instructor introduced me to the K.I.S.S. Principle of design; which translates to: Keep It Simple, Stupid. It does convey a very important design consideration. Simple logos are often the most easily recognized and memorable. Such designs do not often fall victim to the design trends of the time and have longevity. Remember, the basis of the international branding for the world’s largest shoe manufacturer is a very simple graphic swoosh.
3.) See your business image in black and white
When asked for the most important considerations in designing a logo, the K.I.S.S. Principle (above) is number one, followed closely by “make sure your logo works well in black and white.” Even in this time of technical and cyber marvels it is important for a business identity to translate clearly and professionally in black and white for the copying, faxing and scanning of required documents. In addition, a logo should initially be created in a vector-based illustration program (such as Adobe Illustrator of Macromedia Freehand) allowing for digital flexibility and easy usage in all applications your business may require, from a stationery package to signage or embroidery. Those basic files will allow a designer to create and provide all the digital resources required to implement the identity into your internal systems. The frequently misused “bells and whistles” of some computer programs, put into action for 3-D effects, beveled edges, skewed type, gradients and other often-unnecessary graphic treatments, may create distractions from the readability and success of a logo.
4.) Invest graphically in your business future
The creation of your logo, one of the most important and visible elements of your corporate image and branding, should be regarded as an investment in the future of your firm’s marketing, promotion, advertising and community presence. That investment will include the actual costs of incorporating the new identity into your stationery, signage, web site, marketing efforts and much more. Designers do occasionally create over-the-top identities that may evolve into unnecessarily costly production and printing expenditures. Determine if your identity will really require a spendy four-color printing process. Evaluate whether embossing and foil-stamping are necessary on stationery used daily – especially when that expense may literally be flattened and melted by an overheated laser printer. Trendiness in a corporate identity may be a costly mistake as well. A logo should have some longevity and connect with a firm’s clientele and history in a positive manner. Shapes, colors and type treatments need to be evaluated for appropriateness. For example, the swooshes and arcs so prevalent in the dot com explosion of the last decade, now convey the negative connotation of the business doom of that time. In judging recent international design awards I have reviewed countless business identities using various shades of green and orange (individually and together); colors that will soon seem very dated. Unique and professional type treatments - beyond the limited, over-used font selections installed on a basic computer system - will set a business apart from the trendy appearances of other companies.
5.) Putting your money where your logo is
Confirm that your company is ready to make that investment – emotionally and financially – in a new business identity and then revisit the supposedly final selection again. Too often companies put out all the money to implement a new logo into all the needed applications for a business, only to find that they are not completely thrilled with the logo design. One client came to me after having their business identity redesigned five time in five years.
6.) Maintain consistent use of the established identity
Many designers, or design firms, will provide graphic standards when supplying a client with their finalized logo design. Such a document provides guidelines for consistent use of the logo - an important element in establishing a brand that clients will recognize and remember over time. Logo colors, the placement of icons with type, the logo's association with a standard tagline, avoiding distortion of the logo in print and web applications, and many other issues are important considerations. A client of mine recently had a directional highway sign made using a logo outdated by almost ten years. No one in their office even noticed that the mistake had been made - but a surprising number of customers commented on the branding error.
Thoughtful planning, extensive research, attention to details, and excellent communication – between business decision-makers and your design professional – will help get all on the right track in the direction of a successful logo design.
- J.
Jeff Fisher | Jeff Fisher LogoMotives | Tweet! Tweet!
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| Oct. 22 2006 at 1:49 PM |
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Hi Folks,
I also learned the importance of branding yourself. My parents
named me Blagica (blah-gee-tsa). A very common name in Macedonia,
but not so common here in the States. I did not like my name when I was
younger, but today, I don't know many other online marketing gals
named "blagica". I absolutely love my name and how it differentiated
me in the marketplace.
Don't forget the power of not just branding your business, but branding
who you are. Food for thought: I'd bet Martha Stewart the person is
different than Martha Stewart the media company. Think about how you
want to be seen in business and how this perception will be reflected in
your product or service.
Blagica-
http://www.galsguide.com
Edited by: blahgeetsa - Oct. 22 2006 at 1:50 PM
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| Oct. 22 2006 at 2:03 PM |
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Hi All,
Talk about a name as a brand! Try "Joe Cool". Actually my name is Joseph Paul Cool but I am always referred to around the world as Joe Cool. Charles Schultz in the Snoopy cartoon series certainly prepared me for the marketpace!!! LOL
When I speak to University Students, I am invariably asked how can they can become successful in the global marketplace. I tell them "Having successfully worked in 54 countries throughout my career, I have only ever left TWO thing when I left: 1 - The name Joe Cool and 2 - A good job performance. Then I ask the audience, "Do you think I can get work in a country after I show them my passport and it says Joe Cool on it?" Everyone nods their head YES and I know it is a fact. The moral is do a good job and people throughout the global marketplace will take note.
Best to all and have a great and successful week. Joe the Road Warrior
Cool & Associates, Inc.
where Quality is NEVER an Accident
www.cool-associates.com
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| Oct. 28 2006 at 1:31 AM |
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The Dippy Chick is great because it make people think 'what is that about?'. Anything name that is short, catchy, but most importantly makes someone stop and think for a moment is a good thing. I'm not a psychologist but i think something unique happens when consumers are posed with a challege or question (or if they ask them selves a question about a brand), somehow people tend to remember it more often than slick, cool, or descriptive company names.
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| Oct. 28 2006 at 1:05 PM |
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Thank you! I wish I could say I meant that all along. My company name used to be SerenDIPity Gourmet Specialties. I couldn't find a suitable domain name, and for some reason "dippychick.com" was something I thought of, and it was available. Before I knew it, everyone knew me as the "dippy chick" but nobody really knew my company name. Dippy Chick stuck, and when I incorporated, I decided to stick with the dippy chick name. It has really paid off - although I feel silly sometimes when I call other businesses and and they ask what company I'm from. They are always like "Did you say ...dippy... chick?"  Chris
The Dippy Chick Company, Inc.
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| Oct. 31 2006 at 5:28 PM |
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There are great books on branding. "22 Immutable Laws Of Branding" is probably one of the best.
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| Oct. 31 2006 at 7:08 PM |
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LogoMotives wrote: The biggest mistake most new businesses make is to assume the creation of a logo is just about the only thing necessary to establish a brand. There's so much more to it -
So very true! Even your colors of your logo can be carried through to your stationary, business cards and promotional materials too!
Certified Internet Marketing Specialist
Turning Clicks Into Cash For Her Clients!
Founder of the popular, informative, educational & resourceful Virtual Assistant Networking Association and Author of The Virtual Business Startup System
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| Jul. 18 2007 at 6:38 PM |
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A great brand is the most powerful realization of marketing. It is the culmination of every element of marketing working together to facilitate something so powerful that it can't even be measured. Every marketer should strive to create a great brand.
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