Logos have immense historical relevance in speaking to the customers. Back in the day, a shoe on a wooden board meant there is a shoemaker in the shop – people who could read or not could all see the kind of service or product that was available.
Your brand’s visual identity is an important aspect of communicating with your target audience. It is the first impression you will have on their minds. It is the most powerful tool you have to attract them towards your brand. Colors, typography, and the graphical elements you use in your visual designs influence your customers’ perception of your brand. Make a mistake in your brand design and you will begin losing them.
At the heart of your branding lies your logo design. They are often referred to as a ‘brand mark’ because they are used on your products, website, business cards, and all the marketing collateral you produce. They represent your company, communicate the idea behind your brand, and tell your customers the story of your brand. Imagine what happens when your design doesn’t work well? People might get a completely different message then the one you were trying to convey.
In the business world, brand identity is what you have to say for yourself – the ideas, colors, fonts, design features you identify your brand with. On the other hand is your brand’s image – the way your customers see you, their thoughts and feelings when they see your custom brand identity. If they are not at par with each other, then your business is probably negligent of your audience.
So, let’s say that you have spent a good deal of time, money, and effort in designing your brand. You are promoting your products and services with your logo on just about everything you have to offer. Yet, the market response isn’t as well as you expected it to be or it has diminished over the years? There are several things that could be wrong with your logo design and they should make you ask: should you begin to consider a redesign of your company’s logo?
Here are a few questions that you may want to ask:
- Using swords and shields as a design element in an academic institution’s logo is a bad idea. Pens, quills, books or even a beacon is more appropriate. Is your logo representative of your business?
- Companies evolve and grow with the years as they pass by. They might expand or start offering new products and services. They might even technologically improve themselves. Does you logo communicate your brand’s values?
- Certain symbols and shapes might be offensive for your audience. Others might be irrelevant or simply fail to rouse the emotions you expected them to have. Has your logo failed to lure customers for your business?
- With the major tech companies fiercely competing with each other, technological disruptions occur every other day. Modern media is advanced and requires higher resolutions and graphic details. Has modern media outstripped your logo design?
- Certain companies go overboard when designing their logos. They overuse symbols, add too many colors, and include a number of fonts. This makes them hard to remember. Is your logo too complex for your audience?
- Your company has a story of its own. It could very well be the future you envision for it or the glorious past you’ve had. Does your logo convey your brand’s story?
- With your products and services, marketing campaigns and advertisement, you have made a promise to your customers. In all likelihood, it is about the quality and utility of what you have to offer. Is your logo true to your brand’s promise?
In the video below I share what I’ve learnt from my experience with brand logo redesigns and visual identities.