Logo Lacking Luster?
August 13, 2007 § Leave a comment
It’s an all too common tale: In the entrepreneurial fervor of launching a new company snap decisions are made. The budget is tight, you need a business card for that first big day of networking at the chamber of commerce, and you just found out that your partner has maxed out the corporate credit card buying No.2 pencils and printer ink. So you call your nephew who likes to mess around with Photoshop and voila — you have your new company logo for a few bucks, a six pack of Mountain Dew and a ride to the mall. You know it’s not perfect, but you’re in a pinch and it’s good enough right?
So now it is a few years later and although your company has grown nicely, lately things seem to be slowing down. Competitors are popping up, customers are confused about your message, expectations have changed in the market. Your business has evolved, but you’re still using that logo your nephew threw together after finishing his history homework. Maybe it’s time to invest a little bit more in the symbol that is often the first ambassador for your company, the badge that identifies your value and gives a face to your brand.
So how do you know if it is time for an upgrade to you logo? Here’s a quick quiz to help you decide:
1. Is your logo unique? Is it easily confused with logos from other companies?
2. Is the logo functional? Does it only look good online, or can it be used in print ads, billboards, and on the company T-shirt?
3. Does the logo exhibit basic qualities of good design? Are the space, color, form, consistency and clarity, effective and harmonious?
4. Does the logo represent your company well? Does it evoke the cognitive and emotional qualities that are consistent with your brand image?
If you answered “no” to any of these questions, then yes, it might be time to invest in a new logo or a makeover of your current one. Great companies invest heavily in developing, promoting and protecting their corporate identifiers and contrary to popular myth, often refine and adjust their logos over time. Anyone remember rainbow colored Apples?