One of the main conversations we have on our blog, with our clients, and around the office is that your brand is not your logo. Your brand is the total sum of experiences that the public has with your organization.
However, just because your brand is not your logo does not mean that you ignore your brand identity completely. Your logo is important. Here are three things to keep in mind in regards to your logo.
- A logo must be simple.
When it comes to logos, less is more. Think about some of the major brands today and how simple they are (i.e. Nike, Target, Wal-Mart, Pepsi). Many organizations try to fit too much into the logo. A logo shouldn’t answer questions about your organization. It should be enough that people want to know more about what you do.
Think about the logos for the companies mentioned above. Not all of them convey exactly what they are marketing. However, they all have a specific meaning.
- A logo must be suitable.
Your logo needs to speak directly to the target audience. A logo for an organization focused on children will look much different than one focused on high finance. It is important to think through the target audience in order to adequately convey the right message.
This can also speak to the colors used. Different colors can convey different meanings. For example, red typically conveys an energetic or bold feel, whereas blue speaks to more of a professional and trustworthy organization. While there are always exceptions to the rule, considering color is very important. Also, think about how your logo works in either black or white.
- A logo must be adaptable.
Some logos are simply wordmarks or a graphic treatment of the organization’s name. Some require just an icon. However, most utilize both. When you develop a logo, it is important to also consider all of the various applications.
Both vertical and horizontal layouts are key. Consider how your logo will look on social media as well as on promotional items such as pens, mugs, etc. It is no fun when your logo is in a box shape and you need to put it on something like a long, thin pen. Be sure to think through all of the various potential applications before you finalize things.
While logos are not the entirety of your organization’s brand, it is a vital component that needs to be carefully considered and strategically developed.
Let us know if Infinity Concepts can use its expertise in branding to produce results for you!
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