Today, on the cusp of its 40th year, the symbol borne of necessity and a chance meeting at Portland State is one of the most recognizable in the world — so much so that it can stand alone, without even naming the Oregon sports apparel empire it signifies.
“The Swoosh has become the living, vibrant symbol of the firm,” said Stephen A. Greyser, a Harvard Business School professor and sports management expert. “It is totally recognizable as the company, everywhere. It is global, without a doubt.”
As a business owner, what does your company’s logo say about your business? Obviously, not everyone runs or owns a global empires where quick brand recognition is of utmost importance, but your logo is often the first interaction your clients have with your brand, what is it saying about you? Is it working for your business to the best of its ability?
A logo should be memorable, original and engaging. Unveil a logo that misses the target, and clients will quickly pass you buy.
As you start to think about your company’s needs when it comes to a logo design or if you have a logo and it’s time for a redesign, here are a few things that you should keep in mind as you enter into the process:
1. Seek professional help.
Unless you’re starting your own graphic design business, it’s best to leave logo creations to the professionals.
All too often I see logos that were very obviously thrown together using a word processing program and a few pieces of generic, free clip art. Please, please, please! Put down the mouse, step away from the computer, you will thank me later.
Clip Art
Designers don’t just “make things pretty.” A professional designer will combine iconography, typography, color and flair to create a logo that symbolizes your company clearly and completely.
That little tidbit is really the only thing you need to know when it comes to creating a strong brand mark for your company. However, I do recognize that the whole concept process for clients can be a bit overwhelming and daunting. And, while your agency or designer should provide the utmost customer service in helping you through the process, here are a few more tips to take some of the mystery out of communicating your business’s needs and choosing from the concepts you’re provided:
2. Remember your target market.
It’s important to remember that your logo is for your customer, not you. If your logo doesn’t speak to your market segment, it will get lost among the millions of other logos that already exist.
3. Choose color wisely.
Humans naturally associate universal meanings to specific colors. For example, red is often associated with strength and power, while blue is associated with serenity and tranquility. Choosing the wrong colors for your logo could cause potential clients to have misconceptions about your brand. Similarly, integrating too many colors could cause your imagery to become visually confusing and ultimately, unattractive.
4. Focus on your values.
'NRA' is the most readable part of your logo. Not a good idea
When choosing a logo, entrepreneurs often try to choose an image that communicates their entire business concept. What many small businesses don’t seem to understand is that this is asking an awful lot! Instead of focusing on the big picture, zero in on values and ideas your company stands for. As customers come to know your business and interact with your brand, they’ll quickly learn to associate your logo with these positive principles.
5. Make sure it’s reproducible.
Your logo is the main component of your company’s corporate identity. It’s the visual cornerstone of your entire brand. As such, it’s VITAL that your logo be easy to reproduce in a variety of formats. From letterhead to business cards, to t-shirts and online ads, your logo needs to work well using all sorts of print and publishing methods. The amount of detail that is in your logo will greatly affect your ability to use your logo in certain situations as will gradients, negative space and intricate details.
A good rule of thumb? Keep it simple.
A well thought out logo can make or break your corporate brand. So don’t rush your upcoming design project; be involved in your design decisions and don’t be afraid to ask for a second opinion.
Either way, I think you rock!
