You have worked hard to build a company from the inside out that
has what it takes to compete and be successful. All of the players
and the pieces are in place. Now, it’s time to put a face with the
name. This is no small decision since the corporate logo design
you select will be the signature of the company. And your company
logo can be as weak as the scribble at the bottom of an alimony
check or as bold as the script of John Hancock.
Corporate logo design is a process, not a task. It should be a
linear approach that considers a variety of factors. There are logical
steps to take before approval is given to a logo design that will
be a graphic ambassador for your company. First, agreement should
be reached about the corporate personality that the company logo
should represent. This personality is made, not born. Are we bold,
strong and assertive? Creative, fun and entertaining? Steady, consistent
and reliable? The answer to these questions depends on the nature
of your products and services combined with the expectations of
the audience that you are targeting. Some companies will even conduct
formal research before approving a corporate logo design.
Deciding who will be responsible for corporate logo design is
critical. Some companies will give the assignment to an artist in
their advertising department. Others will request support from their
advertising agency. Neither of these is necessarily the best approach.
When the military has a unique challenge, they will select a team
with unique skills. Army Rangers, Navy Seabees and the legendary
Delta Force all undergo rigid training that qualifies them to carry
out missions that require the talents only a few possess. In the
marketing world, corporate logo design is one of those missions
that would benefit by the participation of a “special ops” unit.
Professional business logo designers bring to bear the expertise
of logo creation specialists. This team has a singular focus. They
know how to talk to the issues and ask the right questions. They
not only know what looks good they know what works. Logo design
companies know how to get in touch with your business and state
what your company stands for in a universal language.
Just because a corporate logo design is a small element in the
scope of all of the components of your business, don’t underestimate
the significance of your decision. You have invested too much into
your enterprise to let a weak logo design undermine your efforts.
