I am among those who get excited when companies announce that they have a new logo and I even would like to believe that given the time and tools I could create a good one, if not better, myself. Pardon the statement, it sounds more like I am frustrated graphic artist, but having a logo is not as simple as knowing how to make one. Every element in a logo should deliver the right message as the outcome becomes the symbol that sums up the company’s vision and mission. It is meant to get everyone like its employees and its target market recognize it and, more importantly, know at first glance the core message that it tries to deliver.
Many corporations were spot on with their logos but there were several who, despite their best intentions, failed to find that one minor detail thus a logo that is ridiculous or one that sends the opposite of its key message. While I haven’t been part of a logo team of any company, my rusty marketing subject plus my imagination tell me that to come up with a logo involves a tedious and a creative process. Again, the vision and mission statement should be the foundation and some critical questions should be answered. What idea or products do you sell? What impression do you want to tell your target audience—i.e., your employees, your market, your community? How do you want your company to be perceived? If it appears good on shirt could be one but that should be among the least of the concerns.
It is therefore imperative that the right team is in place to come up with the right—not necessarily the best—logo. Ideally, every stakeholder must be there and everyone must at least possess a keen attention to detail as a logo is a tattoo that once completed would be hard, time-consuming, or worse, painful to change.
Lastly, like any product, a new logo should also have its own promotion to reach its target market. It should be handled by a good marketing team who knows how to sell it and knows the right media that could effectively get the message across. Anything less would make all efforts go to waste and the logo ends up as good material for a weekend article or an entertainment for people who likes to kill time online during their rest day.
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Mood: 4/10 Honks! (Good news: Marcus’ school is closed due to Typhoon Lando. Bad news: our gym is also closed.)
Marcus Can Blog 