Your logo is a major component and starting point in developing your company’s brand and message to the world and your specific industry. Time and time again, companies tend to treat the development of their logo as the least important item in the development and planning stages during start-up or the marketing of their business. What some companies do not understand is that their logo will have as much presence if not more than any other item in their marketing strategy. It is the one element that should convey/define their company’s message and presence. In addition to conveying these items, it should also be eye-catching and simple in nature at the same time.
The Logo
One of the most critical items with developing a logo is the concept. This is the process of determining what your company logo should say about who you are and what you do. This can be carried out by establishing an icon or symbol that represents your company’s philosophy or industry. The other aspect in the process is taking in consideration who your audience/clients are and how the logo will effect them and represent your business to them.
A good logo should not be too trendy. Keep in mind trends come and trends go with the times. You logo should be able to hold up at all times and should be able to carry your own look, style and message. As time passes your logo should also evolve and carry on a entity of it’s own. Always ask your self these four items when developing a strong logo: Does the logo attract attention? Does your logo represent your company (is it forward thinking, contemporary, edgy)? Is it clear to the consumer base who you, is your message clear? Is the logo unique and easy to remember?
The Tagline
It is always a good idea to develop a tagline for your company. This should encompass who/what your company does in a creative way. Needless to say, your tagline should be short, sweet and easy to remember. This is not the place to restate your company’s historical background and should be limited to about 6 words at the most.
If your company is going to go global, you will want to incorporate that aspect in your tagline so that the consumer base is aware that you a globally integrated company. If you are global, take in consideration how your tagline will translate in other languages. Some phases that are established in english can translate in a negative way in other languages. An example of this is a previous Pepsi tagline “Come alive with the Pepsi Generation”. Translated in Chinese the tagline read “Pepsi will bring your ancestors back from the dead.”
Keep It Simple
In the end whether you are developing a logo and tagline or just a logo for your company, the main base of thought should be to keep it simple. Logo design and development is known to be one of the most challenging and critical areas in graphic design. In your business, this should also be the most challenging decision since this will impact your presence to the marketplace and will be the heart of your corporate identity. This is your first chance to make a rememberable impression.
Visit Liquified Creative and view some of their on-going identity, print and web projects.
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