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Logo Design Horror Story: Fireberry Merges Art w/ Science

Here’s a bold statement backed by years of research, billions of invested dollars, decades of basic human psychology, and even a little smattering of common sense: Businesses live or die based on their logos. A poorly researched, designed, and executed logo is a death sentence for even the best entrepreneurial ideas. In spite of this inarguable truth, business owners are still slapping bad logo designs on their businesses, struggling to connect with their target audience members, watching their businesses flounder and die, and then scratching their heads wondering what went wrong.

It’s like a bad horror movie

There’s a basic script that many classic horror films follow. A group of teenagers enter the woods, the haunted cabin, or the creepy Victorian mansion. They go in the basement. They encounter a terror that shatters the mind and defies the imagination. They scream. They scream some more. Moviegoers can yell at the teenagers to stay out of the basement, but they still do it. It’s an inevitable part of the pattern.

There’s another horror story trope playing out every day in the business community. It will probably never appear on the big screen, but it’s truly terrifying because it results in the destruction and demise of thousands of businesses every year.

It’s the horror of bad logo design

If there were a horror movie script written about the pain, frustration, and ultimate failure associated with bad logo design, here’s how it would probably go. A brilliant entrepreneur develops an ingenious business idea. The business is formed from the ground up, and everything points to a promising future. The business owner recognizes the need for a business logo. He or she picks a favorite color, a basic Microsoft font, and a cute piece of clipart, throws together an amalgamation of these elements, and calls the finished product a logo.

And the world heaves a collective shudder. Will the horrors never cease?

Logo Design is a Science

The logo design process is too often treated as an afterthought.

“Oh yeah,” the business owner says, “I guess my organic grocery shop needs a logo or something. I like this photographer’s logo, so I’ll just base my logo off her logo. No sweat.”

The problem with this scenario and countless others is that no thought has been put into the psychology of the logo. Research shows that the human brain responds to basic design elements like color, shape, flow, spacing, typography, layout, and lines. There are entire course series taught at the university level dedicated to the psychology of artistic design. An organic grocery store that uses the colors, shapes, and fonts that work for a successful photographer may wind up confusing its target audience. At the very least, the ideal consumer will simply ignore the business because its logo fails to initiate a connection.

The logo is the face, the body, the personality, and the voice of a business. It’s the first thing consumers see. It’s the image that sticks with them when they leave a shop or navigate away from a web page. It’s the lifeblood of the business.

And it’s time for business owners to treat it as such.

What is Fireberry Doing?

Simply put, Fireberry is recognizing the power of logo design in determining the future of a business. The team at Fireberry has put in the hours of research in order to understand the current business market, to recognize the ways in which people respond to different colors, fonts, images, or shapes, and to use this knowledge to create logos that stand out, make a statement, and invite customer connection.

Big brand companies like Coca-Cola, Nike, American Airlines, or UPS invest tens of millions employing brainiacs who research the target market, evaluate design psychology, and create logos that connect with consumers. At first glance, the Nike “swoosh” is deceptively simple. However, countless hours of research have determined the exact shape and size of that swoosh, the angles and radii of the curves, the placement of the letters, etc.

A consumer looks at the Nike logo and thinks speed, fluidity, curves, comfort, and style. The logo itself is ambiguous, but it has been paired seamlessly with the brand’s priorities and qualities.

Fireberry has worked for some of the biggest businesses in the industry, companies willing to pay millions for thorough design psychology research. New Fireberry clients are going to benefit from that big-money research at a fraction of the cost. When a new client contacts Fireberry, the team of pros immediately goes to work researching the business, seeking to understand the target audience, and developing a clear and compelling brand. This is accomplished by relying on past market research and combining that with live chats where Fireberry reps gather information and communicate promptly and regularly with clients. All questions are answered, and the client always knows what’s going on. It’s easy to get started; their team of professionals are just an email away.

When a client pays for Fireberry’s logo design services, they are investing in more than just a cute, clever logo design. The client is investing in research-backed design elements that will stand out in a crowded market. The designed logo delivers profits back to the client, making it an extremely wise business investment. In fact, if a client doesn’t see business growth after a year, Fireberry returns the entire initial investment.

That is what a creative logo designer needs to do for a business. That’s what a logo should accomplish. Haphazard collections of shapes, colors, and fonts have no place in a business’s logo design strategy. They’re like the haphazard assortment of teenagers in a B-list horror movie.

Destined for destruction!

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