Does your logo symbolise business attitude and performance?
On an average day travelling to and fro you?re exposed to over 3 000 logos ? from toothpaste, shower gel, newspaper, television, computer, and mail, to clothes, shoes, underwear ? the list goes on and on.
Think Nike, BP or Commonwealth Bank. I bet their logos popped into your mind as soon as you read their names. That?s because your mind registers shapes first.
And graphic designers know simple shapes are easier for you to remember.
They also know about the power of colour, which registers in your mind next. Can you remember the lettering style used for Nike, BP and Commonwealth Bank?
No? That?s not unusual because the mind processes words last.
Clever designers know each logo is symbolic of business attitude and performance. For example, each of us knows what the Nike logo means to us personally. Ensuring our personal perceptions are kept positive is the responsibility of Nike.
This keeps Nike "supreme sport focussed?, which is exactly what they must be.
Now, think about your own logo. If you asked a selection of customers to describe what your logo symbolises to them, what would they say? If they look at you blankly, it means you haven?t done enough to make your logo stand for something of real value to them.
A perfect response would be ?To me, your logo symbolises trust. I know that whatever happens, your people will do everything they can to keep me happy.?
Long-term value or no value?
A well-designed logo is created to symbolise an important business objective (eg a business that wants to express its commitment to R&D must look ideas driven, not institutional).
Unless this meaning is clearly communicated to customers, a logo has little chance of building long-term value.
The best time to build value is when a new or improved logo is launched for the first time.
From this moment, you have total control over what people are taught to think about what your logo represents.
Every choice you make, from colours, tone-of-voice, typefaces, stationery, brochures, and website, is an investment in the meaning of your new logo. Remember, it?s hard to change people?s perceptions once a logo has been damaged by incorrect use.
And if you keep changing meaning by changing direction, your new logo won?t stand for anything and have no value. It?s as simple as that!
Know when to hold ?em; know when to fold ?em
You can?t make yourself or your company successful. Only your customers can do that.
It pays to keep customers onside, as your business changes and grows. Sometimes growth is so gradual, that subtle changes in the way you do things are not noticed until business is affected. Then it?s all hands to the pumps!
Even the best, most fabulous strategy doesn?t last forever. Rest assured, the time will come when your business needs to refocus.
We recommend an audit every 3-5 years to make sure your business is still ahead of the pack. The audit must cover the way your business looks, the way it acts, how new and existing customers feel about your business, and staff concerns.
If you discover that your organisation is offering new generation products and
services but is languishing behind yesterday?s ideas, then the easiest, fastest and most cost-effective way to achieve an instant face-lift that signals a new direction, is to invest in a new brand identity.
There?s nothing quite like a new set of clothes to invigorate, motivate and focus. It?s also a great excuse for a party that will bring you closer to staff and customers, an enjoyable side effect that can?t be underestimated.
How a clever solution helps people avoid parking fines
Imagine you?re driving around a busy carpark and see a sign that says ?No Parking?.
You look around and think to yourself you?ll only be five minutes and that isn?t going to hurt anyone, so you park regardless. This is called the ?read it, thought about it, decided to ignore it? syndrome.
Now imagine the sign said ?No parking - don?t even think about it?.
By joining with your thought processes in a simple yet witty way, the writer is able to convey that parking is absolutely forbidden no matter what and subtly convince you that the last thing you need is an expensive parking fine.
Carolyn Morgan is a graphic designer, writer and illustrator who specialises in creating positioning and brand identity strategies for a wide range of businesses. To see examples of Carolyn's work, go to www.carolynmorgan.com.au
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