[It’s called your corporate identity. Others call it a logo. But whatever you call it, you can never overestimate the critical importance of a powerful corporate identity. It’s one of the most important elements of any company’s brand.
We believe that creating a clean, simple logo that effectively communicates the unique essence of your company, without trying to say too much, is your number one goal.
So what are some of the objectives we set forth when creating a new corporate identity for our clients? The following are some of the basics we always follow.
Keep it simple
Many logos tend to be designed by committee. Everyone wants to add one more element, thinking that the logo has to literally tell the company’s story. Great logos don’t have to explain the company’s history; they simply need to be the recognized symbol for your story.
Does it work in black and white?
Think of all the places your logo appears in black and white. A powerful logo must be designed to work in those situations. You should view initial logo concepts in black and white first and not add color until the final logo is chosen. If color is introduced too soon, it can influence the decision for the wrong reason. We believe if it doesn’t work in black and white, color won’t help it.
You don’t have to be literal
Is your business in San Francisco? Don’t put the Golden Gate Bridge in your logo. Are you a law firm? Don’t use the scales of justice. Have a hair solon? Don’t use scissors. Predictable or trite images are forgettable. Take the extra effort to discover the true essence of your brand and develop a logo that gets noticed and remembered for the right reasons.
Don’t use ordinary colors
There are literally thousands of colors to choose from. Unless you want the image of your company to be ordinary, try to explore colors that effectively convey the essence and emotion of your brand. Consider using colors different from those of your main competitors. Color can be incredibly subtle or connotative. Be sure to use it to make your logo memorable.
Don’t get too trendy
Your logo should be “evergreen.” When you design your logo, it should be for the long haul. Try to avoid trendy fonts or colors. You want to avoid the standard fonts, but you also want your logo to stand the test of time and become an icon to your target audience.
Predictable logos are forgettable. Powerful logos become icons and deliver benefits for years to come. Your logo is at the heart of your entire brand. Take a look at your existing logo to see if it breaks any of the above rules. If it does, you may want to consider making some adjustments.
