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Logo Design - Branding - Brand Identity Guru
Do you have any idea how important your company logo is? Well you should. It appears on everything from your corporate identity system, brochures to your website, reaching customers, prospects, vendors and the press. In other words, your logo gets to everyone and as they say you only have one chance to make a first impression. Present yourself clearly and dynamically, and you'll look like a professional, even if you are a small company.
We also recommend hiring a branding company to execute your logo. They can help you with positioning your company and creating the logo design. Here are some tips for effective logo design:
1. Your logo should reflect your company and it's positioning. If your logo contains a symbol--often called an "icon"--it should relate to your industry, your name, and a defining characteristic of your company or a competitive advantage you offer.
What's the overriding trait you want people to remember about your business? If it's quick delivery, consider objects that connote speed, like wings or a clock. Consider an abstract symbol to convey a progressive approach--abstracts are a great choice for high-tech companies. Or maybe you simply want an object that represents the product or service you're selling. Be clever, if you can, but not at the expense of being clear.
2. Avoid too much detail. Simple logos are recognized faster than complex ones. Strong lines and letters show up better than thin ones, and clean, simple logos reduce and enlarge much better than complicated ones.
But although your logo should be simple, it shouldn't be simplistic. Good logos feature something unexpected or unique without being overdrawn. Look at the pros: McDonald's, Nike, Prudential. Notice how their logos are simple yet compelling. Anyone who's traveled by a McDonald's with a hungry 4-year-old knows the power of a clean logo symbol.
3. Your logo should work well in black and white (one-color printing). If it doesn't look good in black and white, it won't look good at any color. Also keep in mind that printing costs for four-color logos are often greater than that for one-or two-color jobs.
4. Make sure your logo's scalable. It should be aesthetically pleasing in both small and large sizes, in a variety of mediums. A good rule of thumb is the "business card/billboard rule": Your logo should look good on both.
5. Your logo should be artistically balanced. The best way to explain this is that your logo should seem "balanced" to the eye--no one part should overpower the rest. Just as a painting would look odd if all the color and details were segregated in one corner, so do asymmetric logos. Color, line density and shape all affect a logo's balance.
Many logo gurus insist your logo should be designed to last for up to 10 or 15 years. But I've yet to meet a clairvoyant when it comes to design trends. The best way to ensure logo longevity, in addition to the rules I've listed above, is to make sure you love your logo. Don't ever settle for something half-baked.
And once you commit to your logo design, be sure you have it in all three of these essential file formats: EPS for printing, JPG and GIF for your website. Essentially, these file conversions render your logo as a single piece of art-so it's no longer a symbol with a typeface. Which brings us to the most important rule in logo design. . .
Never, ever re-draw or alter your logo! If you want to animate it for your website, fine. But don't change its essence. Reduce and enlarge it proportionally. And if you become tired of your logo, that's good. Because that's usually about the time it's starting to make an impression on everyone else!
To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.
Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston. Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.
Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.
Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.
Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.
Articles: The Perfect Branding Tool
If you own a web-based business, you're probably aware of the need for things like link exchanges, lead-purchasing, SEO copy, banner ads and all of the "traditional" ways to get exposure on the World Wide Web.
Your Identity Speaks Loudly...What Are You Saying?
Your corporate identity is a graphic expression of who you are as an organization. It plays a major role in what sells your company and its products. Everything that identifies your business, including your logo, color scheme, and tagline, work together to create an image that your customers remember. Building a corporate identity that bolsters your business objectives is a subtle, yet important part of achieving business success.
Corporate Internet Branding is only Part of A Business Success
Gaining new clients that are excited about developing a corporate Web site, and are gung-ho to get started is a dream come true. Trust me - as a creative individual with a keen understanding of what the Web can do for a business - I know what I'm talking about.
Brand Strategy - Brand Value - Brand Identity Guru
Developing brand strategy is extremely critical. The most important asset your company has is its brand. Quite simply, for better or worse, it drives the direction of your business. You should definitely have a well thought out brand strategy in place. Unfortunately, too many companies don't have a brand strategy, or have an inconsistent brand strategy. A brand strategy company should realize there's probably a good reason you may not be paying attention to your brand strategy-you're busy running your business.
Entrepreneur Speaks on Brand Extension in the Franchise Cleaning Business
On question I have been asked over and over again from prospective franchisees of our companies has been one in which I am very adamant about it; do we require prior experience? No, like many franchise companies we actually frown upon it and think it is such a detriment that we usually disqualify the franchise candidate if they do have prior experience. And we always ask the prospective franchise buyer what sort of experience they have in our industry. When people find out we specifically do not want to sell franchises to those in our industry we are often ask; "Why Not," as it would appear that a franchisee with prior experience has a leg up on the world and would have a better chance of instant success in our business models.
So... how have you been building your brand lately?
Corporate Branding and Professional Logo Design
Any business with the minimum interest to be successful should concentrate on developing their corporate image and when I say "any business", I mean it, absolutely any business-even if it's a mom-n-pop shop. "Corporate image" might be a big word for such small ventures, however, what I meant by that is how the business wants themselves to be perceived by their customers. Irrespective of the size of the business it is very important to determine how do you come across to your potential customers? How do you compare to your competitors? These factors are largely determined by your branding and marketing strategies. Branding tools like logo designs, business cards etc goes a long way in creating your corporate image. Any marketing communication material should ideally have your corporate logo on it, which would give more credibility for your business as well as help your client to perceive your business as a professional enterprise.
How Much Is A Great Business Logo Really Worth?
A great logo can help a business project a positive image while a bad logo can bring a negative impression about a company. For many companies, a logo is the only identifiable mark a potential customer may ever see, so it needs to be memorable, descriptive and easily recognizable. If a logo is the company spokesman, how much is it really worth?
The Trust Issue In Marketing
One of the prime motivating factors in the purchase decision making process is "trust". A consumer will at some point for however long or short of a time, ask the question, "Can I trust this company/person/product?"
Are You Brand Worthy? Are You Brand Worthy?
Branding is a one hot topic, although it is wildly misunderstood. To make things even more confusing, branding is often tossed in the same basket as marketing which makes its application to an entrepreneur or sole-practioner even more unclear.
Brand Image ? Brand Identity Guru
Having a brand image is not a "have or have not" proposition. Everyone has one. The problem is that you might have more than one brand image, depending on whom you ask. You know yourself, but depending on whom you talk to, others may think you're something completely different. That's when a brand image company can help. You need to consider hiring a brand image company that identifies your most powerful brand image and then works to make it your only brand image. The phrase "brand image" gained notoriety when sales patterns began to show that feelings and visuals associated with brands were powerful motivators to purchase products. It isn't just products that consumers buy. It's their associated personalities and values.
Branding Strategy - Brand Identity
Today, in many organizations around the world, branding is treated as a cosmetic exercise only, and regarded merely as a new name, logo, stationary and possibly a new advertising campaign. But, to associate your "brand" with such superficial cosmetics is like saying that people are really only the sum of their name, face and sometimes their clothing
Business Case Study Automotive Detailing Franchise Company
How do automotive detailing companies start? What makes them work and how do they grow? How do they choose which services they will offer? This is an interesting case study about a test market of a franchise company in the cleaning business and how they went about setting up Auto Detailing Shops. It maybe of interest to your business study and research; I am familiar with this story because it is one of the companies that I founded.
Simple Risk Reversal Formula Will Send Your Sales Into Space (1 of 2)
Make A Bold Promise Then Back It Up With An Awesome Guarantee
Does Your Message Pass the Test?
Develop an effective benefit message and you're well on your way to building your company's entire marketing program. After all, you need focus to create success. Without it you can wind up expending effort without getting the reward (income, that is) you're looking for.
How to Write Classified Ads that Get Results Now.
SELLING DIRECTLY FROM A CLASSIFIED AD
Brand Love, Part 2
Last issue, I talked about increasing your Brand Love-- meaning to increase the affection that prospects and customers feel toward your business.
The Big Uneasy: Clearing the Clouds of Guess
People often come to me to assist them with developing their brand because they are unable to accomplish the business success they desire. They're experiencing what we call the Big Uneasy--the state of being when things are hard. They are stuck in an idea, unable to make it happen, and dreams are unfulfilled. Life is heavy, there's a lack of flow... the Big Uneasy has taken over.
Intelligent Design comes from Brand & Account Planners
I've been reminded recently, rather forcefully, that not all reality hackers are anti-neoconservatives. Bush endorses teaching 'intelligent design'. I can't help hearing "intelligent design" as emerging from scores of focus group research.
Hiring the Right Graphic Designer for Your Small Business
Every small business needs it, but not many have it. I am not talking about cash flow, clients or even your product or services to sell. Yes, all of these things are absolutely necessary. But, what I am talking about is something most small business owners overlook. It is the need to hire an expert graphic designer.
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