The value of the logo
I've taken part over the years (and as of recent) in more than a few projects which involve both evaluating and designing logo treatments. Here are some of the high points of what I've learned:
1. Businesses (particularly new ones) often devalue or undervalue their logos and skimp on development of logos. Too bad, because a logo should be the one most enduring visual mark of a business, its identity and recognition. How is that not of the utmost importance to your business? For evidence of the value of logos look no further than Apple or Coca-Cola.
2. Strong design is the hallmark of an effective logo. Customers aren't dumb. They get to know your brand from experience, but also from visual cues. First impressions mean everything, so why would you skimp on logo development? I equate it to wearing jeans and a t-shirt to a job interview. You'd hire a competent accountant to count, so hire an effective designer to design.
3. The logo development process should include knowing one's business, one's customer and having an open mind. Don't go into the logo design process with something preconceived in mind. Give the designer you hire the space and freedom to objectively look at your business through the eyes of your customer when designing your logo. It's not necessarily about what you want, but rather what you (and your business) need.
4. An effective, well designed logo is simple, memorable, effective with or without color, comprehensible at big and small sizes, and relevant to the business it's about and customer to whom it's directed. It should also be enduring, not trendy, unique and created according to the basic rules of design (space, form, consistency, etc.)
5. More often than not, effective logo development is not rushed. If you're going through the logo design process, why rush something you're going to live with for the next seven to ten years?
If you're considering having a logo designed or updated, make sure you have a good reason to do it. We're not in the business of designing or redesigning logos for their own sake. It has to make good strategic sense. Also, understand that it's a process. There are concepts, variations, decisions, eliminations and revisions involved in good logo design. For example, the above visual is of two logo concepts developed by Slipher Marketing. Although I believe both were strong ideas, neither ultimately made the cut and a different concept was chosen by the client.
Best of luck, and please talk with me if I can help.
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