Is your company logo fit for purpose?
Brand tips for business owners
The prime identifier for all brands is your company logo. The logo encapsulates the brand’s visual identity. Obviously a logo by itself is not a brand – it is just one part of the overall visual identity that makes up the whole brand, but it is incredibly important to make it fit for purpose and drive your business success.
Let’s see if yours is up to scratch with the following brand tips. If it does not meet the following criteria – you may well need to get it fixed up by a professional designer.
Rule 1: Less is more. Most of the most recognisable brands in the world use an extremely simple icon or just typography – for example, think how simple the Apple or Nike logo is – it does not even need the company name! Sometimes folks think they’re not getting their money’s-worth if the logo is not really complex with “lots of work done to it”. Incorrect. Creating very simple iconographics or typography that is unique and compelling is actually a much harder task to get right.
Rule 2: Future Proof. A well executed logo should not be time sensitive. It is all too easy to design to the latest trend – but what looks great for today’s fashion tastes is unfashionable or naff tomorrow. A logo should have longevity otherwise you will have to pay to have it redesigned in a few years and in the process lose any brand equity that your company may have already acquired. A logo created by a professional will last forever, so spending a bit more money is actually an investment that will pay back tenfold within a short space of time.
Rule 3: Simple = better. Strip away all those elements that make the logo look fussy or complicated. If an logo is simpler and iconic, it easier for the human brain to embed, store and recollect – building you a better brand recall.
Rule 4: Scalability. The logo must work at large and small sizes (see rule 1 and 3). It is important that it remains legible and looks good, when scaled down small – on a website or business card – but also across a motorway billboard or vehicle branding for example.
Rule 5: If it works in black, it’ll work in any colour. Logos should be first designed at greyscale. It’d be a bit of a fail for a creative option to be rejected because you have a personal aversion to one particular colour that your designer did not know about. This is could be a missed opportunity that may shift the creative direction to a less powerful creative option.
So. If you didn’t hire a designer for your logo who possessed the training and experience to adhere to the above best practice; your logo might possibly be not fit for purpose. At www.frank-brands.com/ we specialise in developing cutting edge, stylish, relevant logotypes and branding for companies just like yours.
If you’re a business owner or CEO who has a first rate service or product but are frustrated by your audience seeing a third rate business image; let’s hook up for a coffee and together we can discuss developing your company brand to better reflect just how damn good you actually are. The other elements of Corporate Identity – colours, typefaces, slogans, tone of voice, graphics (look & feel), photography are also hugely important, all of these elements should come together to produce an expression of your core idea. Your brand.