Do not underestimate the power of a logo. When it comes to launching or promoting a new product or business, it is your first point of identification. This is the first thing the public sees and it goes a long way toward establishing a lasting impression with potential customers. If their first taste of the brand is an inferior logo, then chances are they will dismiss the product or company instantly, and this all-important first impression is often difficult to change.
We believe a strong logo should serve a number of crucial objectives. First and foremost it should look good. No amount of reasoning or meaning can save something that looks bad. Secondly, it needs to be instantly identifiable. Brand recognition is everything in business, and if you can communicate an entire corporate brand in a simple icon then you have succeeded. Think of the most successful companies in the world and you will instantly picture their logo. The ‘golden arches’ M of McDonalds or the instantly recognizable font of Coca Cola are two of the most obvious examples. In fact, replace the actual words themselves but retain the font of Coca Cola and you still recognize the brand.
Other classic tests of a successful logo include ‘does it still work?' is it still recognizable in black and white?’ and ‘does it translate across different mediums?’ In this day and age of multimedia and cross platform marketing, a brand must be flexible while still maintaining its core aesthetic.
Also, ideally, a strong logo may well visually represent the qualities and/or function of the product or company, without being too literal or twee. This also means portraying the ‘feel’ of the company, whether it be high-end corporate or more light hearted and family friendly. To make sure your logo conveys the right image to the right people, targeting your desired demographic is vital.
By identifying and understanding these criteria, as well as the market you’re competing in, we always strive to create striking logos that are clear, recognizable and portray your company in the best and most relevant light.