When is it time to update a logo?
John Deere has updated their logo 8 times in over 120 years. Why?
- Company Expansion
- Target New Markets
- Outdated Fonts or Colors
- Re-Position the Company with their Competition
A well-designed Logo will:
- Be simple, easy-to-read, yet memorable
- Distinguish your company from your competition
- Evoke the essence of what you do/sell
- Look good on business cards as well as billboards
- Look appropriate in black and white as well as color
- Define your business through the use of fonts and color
What does your current logo say about you?
Is your existing logo designed by a graphic arts professional? . . . Or perhaps you tried to save some money and have your cousin’s ex-girlfriend design it in PowerPoint? Your logo is a direct reflection of how your consumer perceives your business. Lack of attention to detail shows.
Your company is growing.
The original Apple logo on the left was a sketch of Isaac Newton with an apple dangling over his head. Luckily, it was only used for a year before Jobs hired a professional graphic designer to come up with the familiar Apple (used 1976 – 1998), using the six primary colors of the rainbow. Today, the shape is still the same, but the look and feel is much more timely and techno-savvy.
You are adding new target markets.
So, you’ve decided to “up your ante” and target new prospects with bigger wallets. That’s a great idea – but how are your new prospects going to perceive you? Are you still the “local guy” with the hand-drawn logo that no one can read, or are you ready present yourself and your company as professional and knowledgeable?
You want to appear “current” and up-to-date.
You deliver your brand message in everything you do. From the shirt on your back to the sign on your door, your logo should appear on everything your consumer sees and/or interacts with. Having a professionally designed logo allows you to create consistency in message and embeds your brand in the mind of your consumer.
Choosing the right designer is vital.
Just about everyone claims that they can design a logo, but it takes experience, insight and creativity to design the right logo. Professional designers also understand the value of intellectual property rights and will always provide ORIGINAL art, custom-designed just for your business — never copied nor plagiarized.
Your visual brand is a unique opportunity to connect with your consumer and help them identify who you are and what you do — it creates a MIND STAMP — a visual bond. It’s all about making an impression — hopefully yours is a good one.
LOGOS & COLOR
As Leatrice Eiseman executive director of the Pantone Color Institute, explains in her book Color Messages and Meanings, “While it is a given that a successful brand logo is a happy marriage of shapes, symbols and colors, it is truly the colors that evoke the emotional message.”
Many leading brands are so linked to specific hues that they are primarily recognized by their color or colors.
Think Tiffany blue, Coke red, American Express blue, Kodak yellow and red, or DeWalt black and yellow. “Tiffany Blue” is the colloquial name for the blue color associated with Tiffany & Co., the New York City jewelry company. Tiffany Blue is a specific shade of light blue; it is very similar to the blue of a robin’s egg. The color is produced as a private custom color by Pantone, with PMS number 1837. As a trademarked color, it is not publicly available and is not printed in the Pantone Matching System swatch books.
When a color and design “signature” is established, it becomes the brand identifier that reinforces the image in the marketplace. This includes print and collateral materials, websites, packaging, point-of-purchase displays, signage, as well as the product itself, creating what is termed a “total brand experience”.
To your customer, when joining your “tribe”, color becomes a subliminal part of the brand experience. Whenever they shop or seek information about your brand, color serves to reinforce your brand and helps to establish that they will receive the same quality and service across many platforms.