We say Target®, you say bullseye. We say NBC, you say peacock. We say Mac®, you say apple. We say … ok, you get the point.
By now you’ve probably realized that, as a consumer, you’re surrounded by millions of logo designs and branding efforts. From the corner drug store to national retailers, logos matter and branding makes bank. Successful organizations of all shapes and sizes achieve top-of-mind awareness through cohesive design, colors, slogan and message.
But how to do it? Try implementing these tips today to yield a more successful tomorrow:
Consider the ‘why’ and ‘when’
Changing a logo or revamping your design is a crucial decision, one that should be executed with care. Instead of throwing caution to the wind and performing a design overhaul on a whim, consider the following assessment:
Has your company’s culture or clientele transformed dramatically since your last design and logo efforts were put into place?
Have focus groups, surveys or other reliable means of research concluded that your current design efforts aren’t achieving the desired outcome?
Have changes to your company’s services caused a drastically different feeling that you wish to convey? Does your logo look out-of-date? Does it say what you do? Have people stopped noticing it?
Only if you’ve answered “yes” to any of the above questions is it time to consider moving forward .
Leave it to planning, not chance
Kick off your efforts by holding a meeting involving key decision makers. Invite everyone to lunch to discuss where your company’s design presently sits. Give each attendee all your current marketing materials as a conversation starter to get the ball rolling.
Next, map out where you’d like to be. Have your logo, colors and tagline appeared identically in all mediums? Is there a consistent design applied to all marketing materials? If not, set distinct standards and guidelines for all future usages of any trademark elements. Your logo designer should also do this for you.
During implementation, keep your audiences in mind.
Are you a small shop? Ask friends and family what they think. Check out your competition and see where you fit in the mix — remember to look online, too.
Spread the word
Once your design is set, share the news! Internally, give every staff member a “Design Care Package,” containing a logo standards and design manual with promotional examples that demonstrate the correct usage of the new guidelines. Even if you’re not going through an entire design overhaul, you should be sending a heads-up to your customers to avoid any confusion.
Logo standards and design manuals can seem overwhelming if you’ve never used them before. Start with a Top 5 list of how to use your logo consistently throughout all your materials. (i.e. It should never be smaller than 1” in size. It should always be used with the tagline.)
Follow up for feedback
From minor layout and color tweaks to full-out design changes, most organizations can benefit from a little design refining or refreshing. And, although it may seem quite the feat to tackle at first, once you get the design ball rolling, the sky is the limit.
If you need a qualified logo designer who can also provide you with the guidelines, and help you implement a marketing campaign to get the word out to your customers, contact VentureWise for a consultation.
