First, I’d like to welcome you to the first ever AvidityCreative blog post. I figured it is only fitting that the first thing I talk
about is something I am most passionate about and is an area of expertise.
First, I’d like to welcome you to the first ever AvidityCreative blog post. I figured it is only fitting that the first thing I talk
about is something I am most passionate about and is an area of expertise.
Why is a logo important?
A logo is imperative to the growth and success of any and
every business, ever. Think about it, do you know of any successful business or
organization that does not have a logo? There are so many different logos out
there and they come in all shapes, colors and typefaces. Your company’s logo is
what people use to recall their experience with your brand.
Try this… what is the first visual that comes to mind when
you think of McDonald’s and Nike? I bet almost all of you first saw golden
arches and a swoosh rather than a Big Mac or shoes. Our minds are configured to
attach meanings to shapes and colors and it is easier for our mind to
differentiate similar items when one item has something that stands out. Since
cheeseburgers generally all look the same, it’s easier for our mind to remember
the shape of the golden arches and know that they mean McDonald’s. Of course,
it is easier for larger brands to be remembered, but you can try this with any
business.
What makes a logo effective?
So, now that I have established the importance of a good
logo let me give you some simple keys to having a logo that works for you.
- Make sense to make cents
Your logo should make sense for the industry you are in. Use
symbols that have meaning to your customer or, on rare occasion, tie back into
the story of the company. (And I don’t mean a picture of the owner’s dog) You
wouldn’t want to have a logo with swirls, curls and candy for a doctor’s office
that needs to convey professionalism and reliability.
- Be different while being similar
Logo by Avidity Creative
Find out the similarities in logos of your competitors and
see what the trends are for your industry. You should have a logo that is
obvious to customers which industry you are in. However, you also want to be
different from your competitors in an appealing way. Try something new. Meet in
the middle and make money!
- Last longer
It takes time for your target audience to begin recognizing
your new logo. Don’t throw out your logo too early. Everyone hated the new JC
Penney logo when it came out because it was too different and they have now
changed their logo once again. Stick to easily recognizable icons and stay away from “trendy” designs that
will be out of style in five years.
- Jack of all trades
Consider how many different uses will your logo have. Will
it be used in print and on the web? The colors need to look good in both areas.
Will it be used at a small size, like on business cards? The text needs to be
legible at any size. With the continuing growth of social media most brands
will have their own pages and when using the small avatar space you’ll want to
have a symbol that can stand on its own and still be effective.
- Keep it simple
I know, you hear it all the time. Well, that’s because
simplicity works. Consumers today are smarter than ever and they know when you
add bells and whistles just for show. Symbols in a logo are great cues for
brand recognition if done right. Our brains remember witty shapes and marks and
the power of simplicity is great. Brands like Nike and Hewlett Packard are
practicing this strategy everyday.
A lot of work goes into building an effective identity.
There are a lot of angles to be covered, but it takes an expert to create
something truly amazing while still being considerate of these keys.
Think your logo could use some revamping? Check out my
website, www.aviditycreative.com,
to see some of my logo designs and I can build you something great. Or, clickhere to contact me directly.
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