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Almost every project we work on starts with development or redesign of a logo. Why? Because a logo is one of the single most crucial pieces of your business- it creates a symbol which transgresses words, evokes emotions, differentiates you from your competition at a glance and spreads your message. Wikipedia defines a logo as being “….for immediate recognition, inspiring trust, admiration, loyalty and an implied superiority. The logo is one aspect of a company’s commercial brand, or economic entity, and its shapes, colors, fonts, and images usually are different from others in a similar market”.
Often times, much of an organization’s brand and that brand’s representation stems from its logo, as does an organization’s tagline and the colors used on its website, in its brick and mortar locations, in uniforms and on marketing materials- it is the face of the brand.
What is a brand you might ask? A brand is the collection of attributes, emotions and values with which you would like consumers to associate with your company. Wikipedia describes a brand as “a collection of images and ideas representing an economic producer; more specifically, it refers to the concrete symbols such as a name, logo, slogan, and design scheme. A brand serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo, fonts, color schemes, symbols, [and / or] sound which may be developed to represent implicit values, ideas, and even personality”.
Take McDonald’s for example- over many decades, the fast food company has transformed the Golden Arches into a globally recognizable symbol that brings to mind small pleasures, ‘I’m Lovin’ It’, family fun and value for the dollar. How about the Nike logo? Most people immediately think of their tagline ‘Just do it’, victory, heightened athleticism, human potential and healthy lifestyles- all from a little “swoosh”! To this point, if you have not been sold on what a solid logo can do for your brand, think about the influence of these logos the next time you go shoe shopping or the next time your kids ask for McDonald’s by name.
So, how do you go about designing a logo that truly represents your company? Start by taking a look at your brand. What do you want a consumer to think or feel when they see your logo? If you are a daycare provider, for example, you want the consumer to view you as lighthearted and caring, or if you are a security company, you want them to view you as stalwart, responsive and professional. Think about how your company’s products or services differ from that of the competition, pick a couple things and highlight them in your logo. It also helps to spend time with your customers as they use your products and services to understand the reasons that other consumers could be compelled to do business with you. These are all crucial to developing your brand and the perfect logo.
Your logo should speak to your target audience, and should come to represent what you do really well, that which makes you different.
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write by Alden