I don’t like any of the samples I have received! This company must be terrible! Sometimes you can receive a group of samples that just don’t appeal to you, it happens. Most of the time a client doesn’t know or can’t precisely describe what kind of logo he wants or what image he is looking for. For that reason, a good designer will try to question the client as much as possible regarding their preferences and tastes in logos, but this is not always sufficient. Also note that sometimes an idea may seem good at first thought, but looking at the results on paper you could realize that you don’t like them at all. It is natural to get upset if you have received a package of samples that don’t suit you, but it`s important to understand that since you are not buying a premade product, bad surprises are not impossible nor improbable. Look at a batch of bad initial samples as just another step towards a great final design. It is highly unlikely that you will utterly hate everything about the samples presented. You can pick and combine different elements from them - font, color, object, layout – into one great logo. Even if the samples are really terrible, you could tell the designers precisely what you don’t like about them, which will help them avoid similar mistakes in the next samples. A bad batch of samples, depending on your view of it, can be a glass half empty or a glass half full. It’s a setback, perhaps, but the second round has a much greater chance of success.

Read the rest of this entry »

In this article, I wish to discuss some issues with abstract logo images and identifiable ones. We often get requests from clients asking to create an image that identifies their companies’ business. It is a perfectly proper request. But the client also wants it to be unique, something that no one else is using rather than a common and overused symbol. However, this creates a problem. What do you consider an identifiable symbol? A red cross, in North America, is associated with medical service and ambulance. When you see this symbol you recognize a medical service, despite the fact that it doesn’t show a hospital bed, a doctor treating a patient, or a car driving to a hospital. Most identifiable symbols do not really show the service, yet they are so commonly and often used that they become a standard. Now let’s get back to the client’s request. Take for example a dentist. What are the most common and standard symbols identified with dental health? A tooth and a toothbrush, obviously. When a designer receives a request from a dentist who wants an identifiable logo for his business, but doesn’t want to have overused symbols such as a tooth and a brush, what exactly is the designer to do? Read the rest of this entry »

There is a big debate over the complexity of a logo. There are some obvious benefits to simple logos. They are by far the most versatile and easily identifiable. Just look at the logos of Apple, Sony, Honda, Nike, or Guci. These logos are easy to reproduce in any size and any color, even black and white. They are easy to embroider or emboss on nearly any apparel or material. These logos are easy to make out from afar and easy to identify. Not everything about simple logos is so great, though. It is extremely difficult to come up with a new shape and make it interesting. If you look at Nike’s logo, it is not a piece of art per say, but it is a unique shape, which makes the logo timeless and original. From a client’s point of view paying money for a simple square or half a circle just isn’t worth it. We often hear our clients say: “Well this is not very creative” or “I could have made the same logo myself”. Indeed, simple logos (sometimes just a letter or a simple geometrical shape) just don’t look like much work has gone into them. And yet, take a look at the most famous and recognized logos out there: IBM, JVC, Google, DELL, IKEA... Read the rest of this entry »

1)      The company’s name is the inspiration for a lot of great logos! What do the logos of Apple, FireFox, Taco Bell, Shell, Puma all have in common? All of these logos include an identifying object directly related to the name. This technique presents its own benefits and challenges. The benefits are obvious: it is very easy to identify the company name just by looking at the symbol and it makes the logo look clever. It also makes it memorable. The challenges come into play if you have a company name similar to that of one already on the market. How do you make your “apple” look different?   2)      There are logos with a recognizable object not associated with the company name. For instance, Playboy, Starbucks, Lacoste, Bacardi, Michelin, Peugeot… These logos have an identifiable image not related directly to the name of their company. This is really not less effective than the previous way, and many successful companies use this technique. Some of those logos have a hidden meaning or a story behind them, but if you don’t know that story already, it is usually hard to connect the dots: why is there an alligator on a fashion garment, exactly? Others can be related to the enterprise’s field of business. The Michelin Man logo was a great success. Even though it has no story behind it, it does convey the feel of a company producing tires filled with air. Usually, it’s very difficult for a designer to come up with an identifiable image not connected to the company name without getting some kind of story or meaning behind the concept. Read the rest of this entry »

Having an eye-catching company logo is a great start to promoting your business, but how do you plan to connect with your target demographic once you have the logo? How will potential customers learn about your business? Traditional advertising media—television, radio, and print ads—can be cost-prohibitive for small businesses, and marketing on the Internet is easier said than done. That's why promotional products are such an attractive alternative to businesses just starting out. Read the rest of this entry »

Branding yourself: For better or worse? Many important factors go into the creation of corporate identity. What colors are right for us, Fonts? There are many other questions that arise when one is working with logo designs. One question that tends to be overlooked is whether or not your design will be relevant in 5 or even 10 years. More importantly, once a company has established itself with a specific look, feel and brand, it becomes more and more difficult as time goes by to change it. Some companies have enjoyed success without ever having to change their brand image. Kentucky Fried Chicken has used Colonel Sanders in their logo ever since the company was founded. Aside from some updates on their marketing front; Nike would be another good example of a timeless brand-image. Pepsi took a risk in the mid 90s by completely changing their image and logo but did so with alarming success. However, it could have resulted in commercial suicide. If you'll remember, in the 1980's Coca-Cola changed their brand image to Coke. Pepsi then took over top seat in the market shortly thereafter. Some questions to ask yourself if you are thinking about redesigning your logo:

• Does my current logo have the 3 key elements that make up a high-quality, credible logo design:
  • Does it portray your company in a manner which says you are an expert in this field?
  • Is it "contemporary" symbolizing a "forward-thinking" look?
  • Is the messag you are trying to convey to the consumer clear?

If all of these questions are answered with a yes, then why change? You company will be at risk of losing clients who are already familiar of with your product. You can, however, clean up your logo or update it with a lot less risk. Another question to consider: Is my brand / tagline universal? When creating a tagline for your company, it is important for you to consider whether or not you are going to eventually go global and if so, to create a tagline that gets your point across when translated in different languages. Some examples of successful companies that did not take this into account are:

• Kentucky Fried Chicken's tagline "finger-lickin' good" translated as "eat your fingers off."
• General Motors introduced the Chevy Nova in South America, and the company was apparently unaware that "no va" means "it won't go."
• In Taiwan, Pepsi introduced its tagline "Come alive with the Pepsi Generation". It translated as "Pepsi will bring your ancestors back from the dead."

Colors are also important as they relate to your brand image: You have your design layout chosen, but not your colors. Some things to keep in mind are whether your color scheme is appropriate for your company. Colors have a way of playing with your subconscious. If you created a logo design for a nursing home or a hospital, it may be a good idea to stay away from reds and bright yellows. Red tends to signify danger, while yellow tends to be a very irritating color. Exceptions are always made; one such is McDonalds (who has both red and yellow in its logo!). Less is MORE!