What do you want to say?A logo says a lot about you and your company and sets the tone for your brand. If you have traditional or classic taste, your webite, brochures, office space design, etc should reflect traditional or classic taste as well. Even the copy (the words) in your brochure should be 100% professional business-writing. On the other hand, if you have casual or informal taste, your logo should reflect that! Your company literature, office design and furniture and even dress code can be more relaxed and casual. The tone in which you speak to your prospective customers can be laid-back, conversational and informal, too. Make sure your logo reflects how you want your customers to see and interact with your company
What colors do you like?
Selecting colors can be a challenging endeavor. Choose something you like, of course, but remember, you don't want to be too trendy or contemporary when selecting your colors. Will the colors you select be out-dated 20 years from now? Black is always a safe color, but when choosing the accent color...be careful! Remember to consider printing expenses when you design your logo. The more colors you have in your logo, the more expensive it will be to print your corporate identification kits (business cards, letterhead, envelopes, etc.) In addition, your company apparel may be more expensive to embroider or screen print due to excessive detailing and color choices. In most cases, simple is better.
Does it leave a mark?
In ad industry terms, a "mark" is an icon that can, when properly branded, identify your company when it is all by iteself. Think Nike. You don't need to see Nike Sportswear Company under their famous orange "Swoosh." Think Apple computers. When you see their white/silver "Apple" icon, you instantly know you are in the presence of technological genius. Get the point? When you design your logo make sure that there is something, that if left alone, will leave it's mark on your target audience. Even the TRIO logo has a mark...someday, my "i" icon will be the mark of the largest agency in the world!
Make the commitment.Too many times I see companies change their logo too early, and for no good reason. Make a decision and stick with it. Own your brand, and ooze your mission with everything you do, and everywhere you are seen. Nike, McDonald's and Apple computers haven't changed their logos in ages. Perhaps they have changed their tagline, but not their logo. I recommend sticking with your logo for a GOOD 8-10 years, and even then...only make minor changes, if needed.
Consider what you want to pay.
Logo development can range from $75-$7,500 or even more. Just because you pay more, doesn't mean you get a better logo. Don't underestimate what your logo can bring you in terms of ROI. Although it is very difficult to measure, your logo is a very important part of your brand and must be considered a necessary investment in your business. Don't be cheap...and make sure that you do your homework with the company you are interviewing for your logo design. Ensure that the person you are working with, no matter the final cost, really "gets" you and your company, and the direction in which you want to take it. If the designer understands what you want you want your company to portray, then you will see many logo options that will be a good fit for your business.
After reading this, you are probably analyzing your current logo to see if it is what you want. If you want an objective opinion as to whether your logo needs a refresh, give me a shout! I would love to help you get your brand on the right track, and help you leave a mark with your customers!
Renee Schneider
TRIO Marketing|Branding|Advertising
515-259-0577 - office
316-644-7029 - cell
renee@trioagency.com
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www.trioagency.blogspot.com
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