How important is it to have a strong logo?
Just ask Arby’s.
The fast food restaurant chain made a big misstep in 2012 with their logo redesign and are feeling the consequences pretty hard. Going for a more modern look, the new logo used a similar cowboy hat shape, but threw some 3D effects and a new sans serif font into the mix. Consumers were quick to criticize and there’s no telling how much business the company lost from the debacle.
What happened with Arby’s is that their new logo didn’t match what they do. The restaurant is in the roast beef business, which implies the ideas of being western and rugged, something that the old logo conveyed well. In contrast, the new logo feels more like some gussed-up city slickers trying to play at being cowboys.
Now, ask yourself. What do you want your brand identity to be and is your logo effectively communicating those ideals?
Nearly every time that someone interacts with your business, whether it’s receiving a business card, visiting your website, or nothing more than seeing an ad, your logo is present. If it’s sending mixed signals about what you want your business to be, your potential customers could get turned off, even though they might not be able to explain why. Here are the three core concepts to keep in mind when designing or redesigning your logo:
If you had to describe your business in one word, what would that word be? That word is your company’s heart and what your logo should convey. A great example is Volvo, whose bold circular design and extensive brand identity give a feeling a safety – exactly what their cars are known for.
The face is the personality of your business and your logo can use certain tactics to reinforce the mental connection to the heart of your company. Have a fun, outgoing, and playful company? Use a sillier font choice (within reason, of course). Are you a serious lawyer that gets the job done? There’s plenty of dead-serious fonts out there like Times New Roman.
Color is another way of transmitting certain ideas about your company. Ever wonder why nearly every organic and eco-company out there uses green in their logos? Because green identifies directly with being environmentally-friendly. Customers that are concerned with these same ideas are automatically drawn to the green color logos because of the subconscious connection.
In addition to satisfying the heart and face requirements, your logo will also need to consider the mind. Essentially, the mind is the value that you are offering clients. Thinking about your industry rivals, does your logo acknowledge any of the reasons why a person should choose you over others? A classic example would be the Starbucks logo. The design looks like an award, which presents the idea of a higher quality than the competition.
Getting your logo right is an essential step to creating a successful brand identity. If you need some help giving a shape to your ideas, give us a call and we will develop a new look that has all of your business’s ideals in mind.