Volume 1, No. 6, November 2019
Logos are an essential part of overall branding. In fact, most branding – or rebranding – efforts begin with logo design. That’s because a well-designed logo can communicate more than words alone.
For thousands of years, mankind has communicated with graphic symbols. From ancient hieroglyphics and cave paintings, to modern universal signage, symbols have always provided a means of concise and efficient communication.
As with other topics discussed in our previous newsletters (click for back issues), logos elicit an emotional response. That emotional response can quickly inform our opinion about a company or brand. Logos work. That is a proven fact. They are a type of “ambassador” for your business. A logo is often the first thing you will encounter when learning about a new brand, so it’s important it “speaks” the right words for you.
When Symmetre works with a client in developing a logo, we ask many questions, but perhaps the most important question is, “when a person views your logo, what words do you want to come to mind and for them to take away?” Responses have included, “modern”, “sophisticated”, “cutting-edge”, “friendly”, “strong”, “expert”, and many others. We also ask questions about favorite or existing colors (see The Emotional Impact of Color on Branding), and if the logo requires a graphic symbol to accompany text, or if text is even necessary.
Design approaches that do not meet the stated criteria are discarded. Design concepts are narrowed until the germ of the idea forms. Every element that comprises a logo must have a purpose that supports the stated criteria. Logos should be as simple as possible and still be able to communicate effectively.
Here’s a thought experiment. Think about the logos of the following companies, one at a time, and think about one or two words that immediately come to mind.
Nike
Calvin Klein
Apple
Starbucks
Whatever came to mind is your impression of that brand. Graphic designers work very hard to make sure your impression matches the mission, qualities, or personality of the company or product. If it doesn’t, then the logo (and perhaps the branding itself) has fallen short of its goal.
If you feel it may be time to put some fresh, creative eyes on your logo, we invite you to call us to learn more. If you would like to view examples of successful logos we have designed for our clients, you may download them here.
We welcome your thoughts and the opportunity to respond to any questions you may have. Call Symmetre’s partners, Mark Scala and David Albinson at 201-689-2110, or Business Development Specialist, Jack Mizrahi at 914-258-1813. Click here to reach out via email.
Next month we will take a look at how effective advertising is developed and implemented in today’s mixed media/multi-channel environment.
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