About that logo…
It’s not really that up in the air when it comes to designing a great logo as you might think after reading my post in December. If it was so, you would be probably sitting here with a handful of stock logos wondering how can you pair it with your brand. Let me help you here. If you’re looking for something that is both original and part of your brand — don’t treat stock logos as an option. Even a $35 logo is a better choice.
Who, where, what and why branding again?
There are plenty of online guides you can kick off at any stage of the process. They will cover the technical aspects of logo design — which colors to pick and how a choice of colors can affect the perception of your brand. You are also most likely to stumble upon phrases like “a perfect logo is a one you shouldn’t be able to add anything or take away anything from it” — which is pretty much a definition of anything perfect. My advice — don’t spend too much time overthinking it. As long as you keep it simple, legible and relevant it will be enough. However the relevance is the key here. especially if you look at a logo design from the branding perspective.
Dress up for the occasion. It is relevant.
And as long we can agree on what my previous post established: a great logo is not necessarily the most flashy one, but rather an adequately fitting pair of cuff links, that elegant handkerchief, maybe a bow tie or the oddpear of socks. Whichever your logo is going to be, you want to make sure it matches the bespoke brand, tailored for its wearer, part of brand value.
A fancy dinner out requires a different attire than a pajama party, even if your brand is going for that shock effect you still must follow some basic rules. This is why fashion and luxury brands often tend to use wordmarks with classic typography:
A similar case can be made when talking about a symbolic sign/logo, as it also can carry a stylistic reference associated with a particular vertical market. Majority of big name car manufacturers entered their market in the late 19th century with emblems, reminiscent of miniature coat of arms that could fit on the steering wheel, bonnet or boot.
And that style has been adopted by car manufacturers that came to existence even a century later. On origins for some of the greatest car emblems I recommend this piece by Amos Kwon.
We can find similar stylistic reference in other areas. For example when looking at the TIM logo we can say it belongs to a very established, outdated, corporate like environment, and thus is slightly out of touch with modern audience. Recent TIM rebranding successfully addresses that issue although is still far away from what an Irish telecoms brand eir is going for — more open, fresh and fun approach to a service aimed to help people be in touch with another.
Think ahead
If your client tells you “We’re not that huge, and the presented logo feels a bit daunting” ask them where they want to be within the coming year. It’s good to remember where the company started out but it’s best to understand what the company is aiming for, and reach that feel and look the company will feel comfortable with within the next three to five years.
In the process of one of our projects, a rebranding for Edge hosting, bold steps had to be taken to ensure the brand is on pair with it’s strong competition, and the identity can keep up with the pace of hosting industry. More modernized look and much more approachable feel perfectly reflects what the company is truly about.
Introducing a completely new identity into a company can be an overwhelming process, involving people from all areas of the company, often spread on a large portion of time. None of the party involved would want to go through that process again within couple of years. Not even Pepsi.
And about that brand value
Speaking of Pepsi. While we are on case by case examples the two major soda manufacturers are great example on how brand values is now strongly embedded onto that logo. Take a look at Coca-Cola and Pepsi logo evolution.
Coca-Cola, with one of their strongest brand values being tradition, has made only minute changes to its logo. While Pepsi on the other hand, with brand values revolving around being new, young and hip, tries to remain hip all the time. One Coca-Cola customers faced a brand lift in 1985 they turned their backs on Coke, as was absolutely not what valued.
The previous example only confirms is probably the most important piece of advice worth remembering — your logo is an ambassador of brand values. If your brand values are a set of very characteristic beliefs or features, you might want to consider that characteristic when designing a logo.
