I’ve spent an interesting couple of days working with a client on their new logo this week. As a lover of marketing planning and process the more creative side of marketing can prove a bit of a challenge. All that subjectivity makes me nervous. Choosing yellow for your corporate colour just because you once owned a pair of fluorescent leg warmers as a child has never, in my view, been a very satisfactory form of decision-making.
Luckily, this particular client is also high on objectivity, so we got along just fine.
When developing a new logo here are a couple of points to think about:
- Is it versatile? Check what your logo will look like at a very small size, on a business card for example, as well as across all the media you intend to use it on (websites, Facebook, promotional items etc). Also check what it looks like in black and white; not everyone has a colour printer so you aren’t always in control of how your logo is seen.
- Is it recognisable and memorable? Even small companies who aren’t planning a heavy-weight brand promotion need a logo that their clients will recognise.
- Is it appropriate? This is where you put yourself in your clients shoes. Fonts, colours and imagery all have meaning and associations; make sure they are the right ones for your client base and your product.
- Will it endure? Avoid the need for frequent redesign exercises by choosing styles that are not too ‘fashionable’.
- Keep it simple. Often the most versatile, recognisable and enduring logos are the most simple.
- Love your logo! Assuming you are planning to be in business for sometime, it is important to be proud of your own logo. If subjectivity slips in at this point then so be it – we are only human after all!