“Design is the silent ambassador of your brand.” So said the great Paul Rand. And, as usual, he hit the nail on the head.
Design is your first impression. It is the difference between walking into an interview wearing a sharp suit, a confident smile and giving a strong handshake, and walking into an interview in your pyjamas, with your head down and giving off a peculiar smell. Design is the embodiment of your brand; and right at the very forefront of everything is your logo.
Your logo is is your symbol, your identity and your frontman; so creating the perfect logo for your business is essential.
So, here are some tips for crafting the perfect logo for your business.
To be timeless, be unique, not trendy
There is only one way to stand out from the crowd, and that is to stand out from the crowd. It’s easy to look at your competitors and say, “well, that is what they are doing. If I’m going to fit into a similar niche I need similar visuals.”
It is a trap that many companies fall into. It is the easy way but not the right way — if you want to get noticed. However hard it may be, you need to find something unique and original.
That said, don’t fall into the “trendy” trap. Don’t confuse “innovative” with “on trend”. Try too hard to be of the moment and it will be just that — of the moment. You will have to rebrand in a year when that certain fad to which you adhered has passed.
Be innovative but timeless.
Keep it simple; keep the core, but stay versatile
What do Apple, Nike and Coca Cola (and pretty much every other big brand on earth) have in common? Yes, correct, they all have extremely simple and clean logo designs.
And many of the biggest brands on the planet are continually simplifying their logos in an attempt to make their brands more immediately recognisable and timeless. Just take these recent rebrands by Starbucks and MasterCard.
Often, overcrowded logos are less effective because they are trying too hard to say too much. Look at the original Apple logo.
Isaac Newton sat under a tree. Yes, it symbolises knowledge, it symbolises that eureka moment of discovery and innovation, it says a lot about how the brand is trying to portray itself, but it is cluttered and excessive. Eventually, Apple would come to realise that everything they needed to say could be said with the simple image of a simple apple. Their core was in the apple (pun intended), the rest was excess.
Yet, be open to change. Once you have found your core, make it versatile. Apple have retained their apple for many years (since 1976), but their colour schemes and grading have changed over time to reflect and appeal to their changing audience and changing epochs. And look at Adidas. All of their branding contains the iconic motif of three parallel bars, but the specific imagery alters depending on product, decade or continent.
Don’t get stuck in the mud, stay true to the core but stay versatile.
Predict the future, remember context
Remember, this logo isn’t always going to be on a piece of white paper. Perhaps at first it’s just going to be on your webpage and some business cards, but one day you may be putting it on mobile apps and social media, on the side of trucks and busses and even giant billboards. One logo may look fantastic on your mobile phone, yet get completely lost on a billboard or even just a larger screen. Perhaps it looks awesome against a white background, but disappears against certain shades.
You would always make sure you are prepared for anything in your business, so make sure your ambassador is too.
Tell a story
A great logo should tell a great story. Look at the Apple logo from earlier. They took the iconic apple motif down to its core, its bare bones — yet all the meaning remained. It became a simple, classic image, but one dense with meaning. It says so much about the company. About their goals, about the history behind them, about the ethics that drive them, about what they want to represent. The apple has became a symbol of knowledge and innovation and creativity. All of this is contained in that simple logo.
But this was all possible because the company had a deep understanding of who they were, where they had come from, and what they wanted to be. They understood their brand and their target audience and their business model — they understood everything that they wanted to embody in their logo. In short, they understood the story they were trying to tell.
Which brings us to …
Find your storyteller
The most important step of all, is finding your storyteller; a designer who will understand all of this — your brand, your target audience, your business — just as well as you do. Someone who will live and breathe your story just as you do. Someone with whom you can build a relationship and a bond, with complete mutual understanding. Someone who will immerse themselves in your history and your goals and your beliefs. Someone who can tell your story and find your symbol, someone who will bring to life the silent ambassador of your brand.
If you are looking for a logo design or rebrand, looking for someone to build a relationship with, who will tell your story right, drop us a line: http://stichcreative.com/#contact