One of the super fabulous things I get to do is identity and image development.  In my opinion, an effective logo is the most important marketing tool available.

What is an effective logo design? Well, I’m about to tell you . . . an effective logo will always, ALWAYS, always, have these qualities . . . It will be original, simple, legible, proportionate and timeless.

I have to admit, as a designer TIMELESSNESS is the criteria hardest to stay true to when designing logos.  I mean seriously think about it, there are some ‘pretty cool’ design techniques out there.  I have to remind myself, for just one second, ten years from now, how would my client feel, if their entire image and brand was built on a logo that was once cool, but now clichéd all because I made the choice to use “trendy” design techniques.

We see logos everyday, all day long, through a variety of mediums: computers, televisions, cell phones, business cards, lighted signs, billboards, t-shirts. If your logo is original, simple, legible, proportionate and timeless it will have the same look at feel if it is seen in green, grey or blue, embroidered on a hoodie or a viewed from a 2 inch cell phone screen.

And THAT, is what an effective logo design is ALL about!

I hate to be the one to tell you but the previous designer you hired to create your UBER coolness, blew it. I know . . . I know . . . they were so nice and they had the BEST intentions.

But . . . Your logo sucks.

BTW (by the way), I would never tell a client that. But if your logo has been working against all the competitive advantages and benefits of good branding design or it it is just STRAIGHT  UP outdated, its time for us to get together and ‘talk business‘. Lucky for you I am more of a creative mind then business mind oriented. So you might actually have the upper hand.

When an established business with an outdated logo is in need of an update it puts me in a difficult position where I have to decide, how much of the original design to keep and what needs updating. Unfortunately, you can ultimately spend more on a redesign then you would on a fresh new logo design.

However dated a logo appears if I am dealing with an established business, (of several years), chances are the logo is a true icon representing the business image. IMO (in my opinion) trust has a pretty BIG IMPACT on repeat business and returning customers.

To maintain that level of trust, it’s beneficial to keep a certain degree of familiarity. It promotes stability and THAT is important to your customers and clients.  And your customers and clients are important to your bottom line.

From where I sit, it’s better to bring the logo into the present with just a few small changes. Keeping a certain degree of familiarity is the best option. Usually, I can establish this by striping out any ‘trendy’ design techniques or gradients that were used. I try to maintain the overall shape of your design or possibly the color scheme or both, resulting in a cleaner modern logo design.

Your logo is part of your authenticity.

The best way to determine what options are available is to shoot me an email with the URL of your current logo design.  We can go over all your options in more detail.  And the best part is . . . I promise not to tell you your logo sucks.

Let me start by saying “Your logo IS NOT YOUR BRAND.” However it IS an important part of developing your brand. It’s a great starting off point in creating your brand image identity.

I got nothin’ but love for Milton Glaser, he said, “The logo is the entry point to the brand.” And I agree.

Taking steps to improve your image is a good thing. You are essentially marketing your company through branding design. Branding design is developing a series of warm and fuzzy visual aides that represent your super SUPER cool image.

“Hey look at me I’m ORIGINAL!” How many ways can you say that before the redundancy police come take you away? Tell me, what exactly is it that makes your ‘whatever’ special or unique? Tell me WHY I would wanna buy YOUR product or service over your competitor?

Brand identity marketing design does just that.  Using a collaboration of images and visual aides I tell a story about you, and why you are are SO super freakin fabulous!  And the best part is I can do it without making you sound cliche.

Your logo will give you the opportunity to control what your customer thinks about what you have to offer before you have the chance to properly introduce it yourself.

If you’re small, you can look professional… If you’re big, you can look friendly.  Get the picture?

When you use graphic design to create your brand image what you are really doing is controlling that image and adding value to those products or services, by improving your customer’s perception of it.

If you don’t already have a brand image identity for your company, product or service, a professional logo design is a great starting point to get your image moving in the right direction.  I can give you an edge.  I can give you ORIGINAL.

One of the things I love about being a part of  Truly Twisted Marketing is Sonya, (my partner in crime) often writes about green marketing.  Green marketing is simple, effective, efficient ways you can market your business using eco-friendly techniques.

Now I know green is the new black, but, I was amazed to learn that some graphic design firms have the implemented some green designing techniques of their own!  Yeah amazing isn’t it?  Eco friendly pixels? Who woulda thunk?

What they have done is truly innovative!  (I’m being sarcastic by the way.) They have found a way to implement the three R’s into graphic design.  Yup that’s right, Recycle.  Reduce.  Re-use.

If you purchase a “discount” logo design from a big logo supplier with a fast turn around   chances are they are practicing one, two or all of these time saving, cost efficient business tactics.  Here is the low down on how it works:

Recycle.
They recycle designs that were possibly rejected by another client (or several clients) making it appear as though they have done lots and lots and, lots, of “quality” work for you.  Thus giving you several logo options to to choose from at a bargain price.

Reduce.
They reduce the amount of “real” work that goes into a distinctive logo design, by NOT doing any research about your business, your image, your products and your goals. And not doing any real work because they have recycled and re-used the logos they have created for you.

Re-use.
Now this is the worst . . .  Some large firms actually sell the exact same logo you have already paid for, to one of your many competitors or a business in a similar field.  Nice huh?

Now my advice to you is, if you want some real eco-friendly marketing techniques… read what Sonja has to say … If you want a cheap logo… you have been warned.

I was talking with someone who is an excellent business consultant and expert in her field. She was telling me about a couple of clients she has, do really well and they haven’t any logo. Now I wasn’t all shocked and shaken by this, although I do have some thoughts.

Not that long ago, I needed to buy a small part for my car. Now I am a woman that in its self is a little overwhelming. I looked up a listing for a local place (without a logo) called, Bill’s or Fred’s Auto Parts.  Something like that.  With the address in hand I head out the door.

As I am driving down the very street this “logoless” auto parts place is located, off in the distance, I see an Auto Zone sign.  Without any hesitation, I think to myself, “My search is over!”  I step on the gas, pull into “the zone” and make my purchase.

Heading home, I was just about where I was when I spotted the Auto Zone sign, I’d say about five blocks from the Auto Zone, when I saw a small tan metal building with red lettering that read AUTO PARTS. No Bill no Fred and more importantly no logo … just Auto Parts?

Amazing! I had drove right by the place once I saw a branded recognizable symbol and sign for auto parts.

By the look of the building Auto Parts, is a well established business that has been around for ages. So . . . Yeah, I am sure Bill or Fred didn’t loose any sleep over my small purchase. And I’m sure that his auto parts store is still in business.  But if only he would have just given me something small to let me know I was close to locating his store I would have gladly pulled in to Fred’s parking lot and given my business to him.

Now, I can understand how a business would thrive off word of mouth campaigns, advertising and marketing means.   And truthfully there is not one element that goes into every logo that will ensure and guarantee your success, but between you and me Fred, I think, you should, give yourself every opportunity available to ensure you are successfully reaching your target audience each and every time. By running a logoless business, you have no idea how many people just drive right by on a day to day basis right into the parking lot of your competitor.  Step IT up, Fred . . . Step it Up.