When it comes to logo and business identity development, there are really two types of clients: the ones that understand the value right away, and those who go through several failed logos and versions before they figure out that they need more than just a nice drawing to represent their company.
Although logo development might seem simple – and like the kind of thing you can farm out to the lowest bidder – there really is more to it than simply choosing the right visual. To understand why, here are five things to remember about getting the right logo, and working with the right creative team, based on our years of experience:
1. A logo is the centerpiece of any branding effort. That means it should have an attractive look, of course, but also that it should reflect a certain tone, emotion, and even your company’s place in the market. Are you an upstart with offbeat marketing campaigns, or an established market leader with a long tradition? Are you known for low prices or premium products? In each case, your logo should reflect who you are as a business.
2. You want a logo that’s truly original. It isn’t unusual these days to see a logo that’s nice-looking, but also seems like it could be interchanged with dozens of others you see every day. In other words, a lot of them have a very generic quality to them. That’s not a great thing when you’re trying to build memorable, long-term impressions, but it’s what you often get with bargain-basement artistic teams.
3. Your logo is likely to be with you for a long time. Naturally, you can make the decision to change your company’s logo at any time. When you do, though, you’re essentially starting from zero again from a visual branding standpoint. Ideally, your logo should last decades, longer than even your website or any single marketing piece, so it’s important to make the right kinds of decisions.
4. Logos can represent a good or bad value. As with any design project, some logos are going to turn out to be good investments and pay for themselves over the long run, while others won’t give you that same level of value. The difference is usually a matter of finding the right creative partner and investing a little of your time and resources to get the right results. In other words, as with anything in life or business, looking for shortcuts usually isn’t the best idea.
And if you’re ready to talk to someone about logo development, remember that you need more than a nice visual. Keep these points in mind and you should be able to find someone to help you get what you’re really looking for. Or better yet, just call us for free consultation and let us show you how we’ve helped other companies to find the visual identity they need to stand out in the market.