Competitor advantage is the most highly valued trait in a brand as well as the hardest won. To distinguish oneself from another entity is an inherent trait that all of humanity has, and when it comes to branding, not only must it tell apart from other brands, it must stand out.
A logo is a symbol that identifies. A business identity is the key ingredient to gain competitor advantage; people see the symbol of a business before anything else. The honesty of the company is learned through customer interaction, which will build onto competitor advantage. So in order to take on your competitors, you must create your flag.
If your business has been around for some time, and you have been experiencing a ‘lag’ in sales or new clients, it might be time to think about updating your logo, and re-branding your business.
Here are some questions to ask yourself about your logo:
- Does your logo look outdated?
- The most common cause for a logo spruce up, is that it is behind the times. Some fonts, colors, shapes or color combinations can make your brand look outdated.
- Is your company expanding?
- If your company is expanding geographically, or into new categories, then a logo re-design will support the message of evolving.
- Companies like Coca-Cola and Nike have changed their logo’s have changed little or not at all, and it’s because they are a very active company, and highly qualified in their market.
- Is your logo timeless or iconic?
A good logo is distinctive, practical, graphical and simple, and communicates the intended message. A great logo boils down to two things: concept and execution.
Here are a few examples of well designed logos.
Best Practices for Logo Design:
- Design brief: Complete a questionnaire or interview with a designer to get the design brief.
- Research: Conduct research on the industry itself, its history and competitors. Problem solve first, design later.
- Reference: Research logo designs that have been successful and take a look at current styles and trends that may relate to the design brief.
- Sketch and conceptualize: Develop the logo design around your research. Sketching will help solidify what you are imagining.
- Reflection: Allow some time for breaks. This will help your ideas mature and allow you a fresh perspective.
Logo Design Mistakes:
- Do not let an amateur do your design
- Do not use a designer who relies on trends
- Do not use a designer who uses stock art
- Do not use an overly complex design
- Do not use a design that overly relies on colorMost importantly, do not use a design that copies others.
- Remember, the goal is to stand out!
A logo re-design is a great way to either create a fresh start for your brand, or to simply update it to modern trends. Either way, people will notice a new logo. New and old customers will appreciate the effort for a “fresh look” and they will curve their curiosity to check out what else is going on in your business. If business has been decreasing for your company, there is no need to lose hope, your logo is your identity, and a strong identity always prevails.
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