Logos: every company needs at least one.
Some companies have been rocking the same mark for over a century, (Wells Fargo, Coca-Cola, Budweiser) some companies have icons that are so iconic they don’t even need text support,(the Nike swoosh, the Apple on your iPhone or the famous Golden Arches). Some companies use a strategy of re-branding every couple of decades to keep things fresh, (Pepsi, AT&T and Canon). What do all of these corporations have in common. A logo so unique, so well designed, so well established, that you can close your eyes and not only see it, you also understand it. The logo is the companies greatest representative. So why is it that so many business owners spend so little time and so little money on their corporate identity?
Lets start with the basics. What is a logo?
A logo is designed as a tool for immediate recognition, inspiring trust, admiration, loyalty and implied superiority. A logo is used to set you apart from your competition or in some cases to tie your business closer to more successful businesses. A logo is a companies best form of identification. It is the driver’s license of the business world.
Consider these two very similar situations:
Imagine you are on the streets of downtown Manhattan, you are standing on the curb trying to hail a cab back to your hotel. A yellow car pulls up next to you. It has the taxi light on the roof, and the logo on the door with rates. The driver look a little sketchy but he says “Hop on in” and you hop on in and tell the cabbie where you want to go. You trust that this guy knows how to drive and knows where he is going and you know he is going to charge you a semi-reasonable rate for this service.
Now imagine this same scenario with some minor yet important changes. The car that pulls up is blue. There is a faded mark on the door, but you don’t recognize it. There is no taxi light. “Hop on in” says the driver as yellow cabs whiz past. The driver looks a little sketchy and I would bet a week’s salary you aren’t getting anywhere near this back seat.
That’s the power of identity. When you combine familiarity with experience the result is trust. It’s true for strangers in cars and it’s true for corporate identity. So ask yourself these questions about your corporate logo:
Can your customers or friends describe or remember your logo?
Is your logo effective without color?
Is your logo scalable? Does it work on a billboard as effectively as a business card?
Do you have access to your logo in a variety of file types (AI, EPS, PNG, JPG)?
Does your logo gain immediate recognition?
Does your logo convey the company’s personality, character or attitude?
Does your logo relate to your clients by conveying a feeling of familiarity and credibility?
Does your logo have association with quality and satisfaction?
Is your corporate logo a no-go? Do you need assistance bringing a new brand to market, re-branding an existing mark or updating an outdated logo? The Simpler Group can help you with all of your corporate identity needs with special business development packages that include custom built graphics that every company needs. Contact us today for a free estimate.
About Doug Simpler — Doug manages the creative department at The Simpler Group, he strives to help customers turn vision into reality by creating unique and custom web designs. He also does print design and video/photo production. He loves the rock music, locally grown organic food, swimming, and reading.