Thanks Anthony! We look forward to hearing more of your insights!
A Word About Logos…
An idea for a business is born and we immediately begin thinking about the logo. It’s natural, I suppose. We all want to put on a good face. Some businesses choose them rather nonchalantly (and, as a result, badly). Others unduly stress themselves about the logo. They know it’s important (and it is), but in the end they go wrong just the same, putting the wrong “face” to their name despite good intention. If you’re struggling with this issue, what follows are some thoughts that will hopefully provide an approach to what can be a slippery and evasive pursuit. The quest for a logo!
TAKE YOUR TIME
Regrettably, many companies rush the process of logo development. New companies introducing themselves to the world (and old companies RE-introducing themselves) do well to ponder the matter before unveiling a new logo. That logo is nothing less than their visual identity!…distilled into a symbol. Better to make do with a basic “logotype,” which is simply the company name, spelled correctly in a nice typeface, than to visually mis-communicate oneself with a hastily chosen mark.
Ask yourself(selves) the fundamental questions that have haunted mankind since time immemorial, only in a corporate sense. Who are we? WHY are we? Where in the world (what market) do we belong? Where are we going? Why won’t the cleaning people empty the trash? (Well, maybe not the last question.) But you get the idea. A strong sense of self and of purpose is a great way to prime the pump for the idea-work that is required to produce an effective logo.
THINK VISUALLY, THINK LIKE A SALESMAN
Remember that a good logo is like a silent salesman, always representing you, always reminding your market that you’re around, always SELLING. Think about what attributes, what messaging, or simply what feelingyou want to telegraph via the visual symbol that would communicate something about your business. Ponder how you’ll translate those ideas visually. And here’s the challenge – you want this salesman to be one that you can stand to be around for years to come – one that gives you and your customer the warm fuzzies. Or at least the intended vibe.
BRAINSTORM. THEN BRAINSTORM SOME MORE.
Okay, we’ve gotten ourselves into a thoughtful mode by now. Now we’re ready to brainstorm. But here’s the catch. The first 20, 50, 100(?) ideas don’t count…. Have you noticed that when you brainstorm for ideas, everything you write down looks stale and clichéd? That’s because you haven’t dug deeply enough. When we begin to brainstorm, our first thoughts are just that – first thoughts. “Top-of-mind” solutions. We need to get past those. We need to get to the point where we’re so desperate that we’re coming at our ideas from odd angles. That’s when something fresh and unexpected surfaces. Sound like a lot of work? It is. But it’s your identity that’s at stake, so I’ll leave it to you to decide whether it’s worth the effort.
GET PRO HELP
When you consider what’s at stake, a logo has tremendous implicit value because it conveys who you are – your identity, your brand (aka your reputation). And so you want it to be good. But if, after much travail, you find that you’re struggling to translate your ideas into something good and effective, then get some help from a qualified designer. A graphic designer, one who spends his or her life translating ordinary thought and language into VISUAL language is your best ally here. But choose wisely. Screen for the right talent. Let their portfolios do the talking, the persuading that you’ve found the right talent. And after you’ve found that talent, the person that has helped you distill all that you wanted to convey into a single, concentrated point of visual goodness, you won’t be thinking about the money you spent to achieve such a momentous outcome. You’ll be too busy beaming with pride over your new visual identity, your silent salesman, your logo.