The more important aspects of branding one’s business is a seal or logo to represent the promise a company will keep to its customers. This effort can appear to be easy but is often times very hard, and if not done correctly, could result in a logo and message a business must uphold despite being ineffective, or reflect poorly on the business as a whole. One can Google poor logos and branding to find some amusing and many times easily interpreted as offensive mistakes. Examples can be found here.
Below is a list of factors to consider that will help this process run more smoothly as well as generate a result far less likely to turn into a regret.
1. Most important, a company’s brand is not necessarily what the officers of the company want it to be. Branding is the emotions and thoughts conjured when a customer considers a company’s products and services. Understanding this as profoundly as possible is the true key to success in branding. Exemplify this feeling in an image and maybe a word or two, the result will be successful logo, but of course this is a challenge to those businesses entering the market.
2. Understand why people buy a product, service, and brand. Oftentimes marketers are too close to the products and services in which they wish to create increased demand, and lose the perspective of the customer. Joining online communities and observing how people view a company and its product would yield great insights into how a logo should be presented.
3. Mashable suggests seven logo design tips that are fantastic. The first of which is to be clever and unique. Lindsay Rothfield, the author of the article states, “A logo is what helps distinguish a brand from its competitors, so it's important that the image stands out from the rest — something many brands struggle with.”
4. Do not get caught up in the details. No one is going to stare at a logo to understand its nuances. Create a logo that communicates a brand at a glance.
5. Do not try to communicate too much. Boil a brand down to its essence and try to illustrate only that. Many times a group of people join together to create a logo and the old adage “too many cooks in the kitchen” could not be truer. A logo is a symbol only, not the begin all, end all of the marketing and sales process.
6. Do not get wordy. One or two words only, if a logo must contain them. More will only serve to make the branding look busy and uncontrolled.
7. Catch the eye. Use contrasting colors, but not too many, that will make the brand logo pop.
8. If possible, make it scalable to new product extensions and expansions. MTV was one of the few brands able to do this by taking its logo and changing it almost to an obsession.
9. Communicate to the company’s demographic. Is the company selling to young people? Consider bright colors and playful fonts. Marketing to business men and women? Consider more corporate colors and proportional typeface fonts. Want to capture the attention of an older demographic? Consider subtle images and cursive fonts.
10. Check the words used in all languages, not just English. “Nova” is a great brand name for a car in English, but in French it reads, “No go” . . .