The “Right” LogoThe Logo: a little history
Logotype, commonly know as a logo, is a design, a graphic representation/image/trademark symbolizing one’s organization. Designed for instant identification, a logo can appear on company letterhead, advertising material and signs as an emblem by way of which
organization can easily be recognized.
Originating in 19th century, after a surge in industrial manufacturing that led to an increase in output, global distribution, and commencement of competition, logos were created to differentiate between products within same industry. Emblems or symbols were included on products, packages and labels so buyers could easily recognize product they preferred. Logos revolutionized advertising world. There was a time when only affluent organizations could afford their own crest, emblem or logo. They were, in some cases, a very detailed drawing with many objects. Cost was not an issue and more was considered better. Then, flags were used due to their larger format. They were visible from craft fields and from long distances. Today, successful companies continue to say that "simpler is better". Especially when world is advancing so rapidly, you have less and less time to impress your customers. Logo designs, now, are very stylish yet remain conservative, which makes them eye-catching and easier for brain to memorize.
Selecting Logo Concept
The most crucial aspect of logo selection is logo concept. You must first determine what your logo should say about your company. You may come up with an image related to a business like a house for real estate or a car for a car dealer, or your logo could be just an abstract image representing company’s philosophy, for example, a pyramid or a blocky image for a stable, trustworthy company. A very dynamic image with orbits and swooshes, sparks, or particles might be suitable for a very young, modern, high tech company. Not all businesses, though, can be easily associated with any particular image. For example, a programming company doesn't have many images to associate with (except a computer). In this situation, it would be recommended to concentrate on an abstract image and to represent feel of company's business rather than coming up with a specific image. Companies that deal with more than one business should have a more generic image, but logo can still be made to look technological by implementing some straight lines in combination with curves, or more corporate with more proportional, symmetrical, geometrical shapes. As a result of expense involved in changing a logo, a "good" logo shouldn’t be too trendy, but ideally last many years before needing a redesign. You need to ask yourself if design will be relevant in 5 or 10 years.
Once a company has established itself with a specific look, feel and image, it becomes more and more difficult to change as time goes by. Some companies have enjoyed success without ever having to change their logo design. Kentucky Fried Chicken has used Colonel Sanders in their logo since company was founded in 1952. Aside from some updates on their marketing front, Nike would be another good example (the Nike swoosh). Pepsi took a risk in mid 1990s by drastically changing their image and logo but did so with success. However, it could have resulted in commercial suicide. If you'll remember, in 1980s Coca-cola changed their brand image to Coke. Pepsi then took over top seat in market shortly thereafter. Creating a logo that can appeal to customers and consumers throughout ages is important, considering that there will always be a risk involved with change.
If, however, you decide that your logo is in need of a face life, here are some points to take into consideration: Does your current logo represent 3 of key elements that make up a credible and high quality logo design? a.Does logo portray your company in a manner which says that you are an expert in this field? b. Is logo "contemporary", symbolizing a "forward-thinking" look? c. Is message that you are trying to convey to consumer clear? If you answered ‘yes’ to all of these questions, then why change your logo? By revamping your company image, you may risk losing your supporters, clients that are already familiar with your products and services, your popularity, respect, as well as your market share. You can, however, clean-up your logo or update it with a lot less risk.
Tagline
When creating a tagline for your company, it is important to consider whether or not you are going to, eventually, go global. If so, create a tagline that gets your point across when translated into different languages. Here are some examples of successful companies that did not take this into consideration: a.Kentucky Fried Chicken's tagline "finger-lickin' good" translates in Chinese as "eat your fingers off”. b.General Motors introduced Chevy Nova in South America, and company was apparently unaware that "no va,” translated in Spanish meant “it won't go,” or “it doesn’t run.” c.In Taiwan, Pepsi introduced its tagline "Come alive with Pepsi Generation". In Chinese, slogan translated as "Pepsi will bring your ancestors back from dead."
