Effective logo designs must incorporate a variety of characteristics into
a single graphic element.
Preparing
logo designs is a process that extends well beyond the drawing board
of a graphic artist. By its nature, a logo represents the collective
personality of a single enterprise. Through a unique graphic presentation,
a public declaration is made and the viewers are left to make their
own interpretation of this image. To insure that this interpretation
is consistent with the intent of the company, logo designs should
be developed with the goals, strategies and attributes of the company
in mind.
When
considering logo designs, a helpful exercise is to revisit the current
business plan. Hopefully, that business plan will contain a marketing
strategy that asks and answers some questions about the perception
of the company. Questions such as:
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How are we perceived?
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How do we want to be perceived?
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What benefits do we offer customers?
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Are there negative perceptions that need to be addressed?
The
answers to these questions factor significantly into the development
of company logos. So when logo designs are submitted for consideration,
they should be critically reviewed relative to these existing and
planned corporate characteristics.
While
it is impossible to draw or paint something as nebulous as a corporate
personality trait, it is entirely possible to represent these qualities
graphically. The challenge for the agency or individual that is
creating these logo designs is to present a single image that somehow
reflects a variety of statements about the business. This is accomplished
by melding colors, shapes, type fonts, dimensions and other elements
into a graphic that symbolizes the qualities that a company stands
for.
Every
person is unique. Normally when we think of an individual we form
a snapshot of him or her in our mind. It is a stand-alone image
that evokes a response, however subtle. We can like them, dislike
them, be attracted to them, fear them, want to be with them or feel
nothing at all. Yet we know that person is a compilation of a multitude
of physical and personality traits all contained in one body. Such
is the nature of a company logos. Consequently, logo designs must
be evaluated based on their ability to say many things at once without
actually saying anything.
