The Importance of Having the Right Logo
If your logo doesn’t easily tell your audience what business your in, you’ve missed the boat. Translated that means, a weak, poorly positioned logo will confuse your audience and drive sales to your competitor.
Now more than ever, buyers control the sale. They have choices, are busy, and won’t work very hard to get to know you. If your brand is confusing they will pass you by and defer to a competitor’s brand that’s easier to connect with.
Your logo is the single most recognized symbol that will be associated with your brand and should be given the highest priority. Your logo should be simple, clean and relate to your industry and product category.
For building products that could be many different things, for instance, if your product is a utility product that’s all about form and function, your logo should be simple, strong and clean. If your product is about workmanship and has a hand crafted feel, your logo should be more detailed and ornate (within reason).
Put Your Logo To the Test and See How You’re Doing
If you’re a startup, your brand is young, or if you haven’t updated your logo in a while, put your logo to the test and see how you’re doing,
Before investing in big commitment testing and focus groups, do an informal and simple test of your own. Test it using the magic of five rule – statistics show in a survey, the results of five test takers are nearly as accurate as those of a very large group.
Show your logo to people who don’t know your company and see if they can tell you what business you’re in.
Test it against these three categories:
- Is it appropriate? Do people understand what industry you’re in?
- Is it simple? Could your test group draw or describe something resembling your logo by memory?
- Does it leave a lasting impression? Could your logo be recognized a second time if grouped with other logos?
You may be surprised by the results of your survey. Either way, you’ll quickly know how you’re doing.
Learn From the Best.
3 Century Old Brands Who Changed Their Logos
Even great logos, for strong performing companies, must regularly update their identity to remain current (note: remaining current does not mean changing to keep up with the latest fad). Coca Cola for example, was founded in 1886 and has a highly recognized logo that has stood the test of time. Coca Cola has changed their logo many times throughout their history. They’ve done this so well, it can be hard to notice the change. Two building product companies, Black and Decker and Sherwin Williams, have also been around more than 100 years and their logos have morphed over the years. Follow the links below for to see how they’ve changed their logos over the years..
- Coca Cola, founded 1886 http://bit.ly/15YS2Nu
- Black and Decker, founded 1910 http://bit.ly/12ECbim
- Sherwin Williams, founded 1866 http://bit.ly/12EDUnz
Last But Not Least, Can Your Logo Be Easily Reproduced?
Test your logo to be sure it’s scalable and will work in all marketing platforms.
- Will it work in one color? silkscreen? embroidery? flexography? Xerox?
- Will it work cross-platform? print? electronic? special processes?
- Does it work very small? appropriate for a business card or smaller?
- Does it work very large? trade show booth? billboard?
In conclusion, time and money spent testing your brand identity is time and money well spent. Bottom line, when your audience can’t find you or you’re connection is weak, bottom line (literally), your leaving money on the table.