Only Logo Design

Selecting the Logo Concept

The most crucial aspect of logo selection is the logo concept. You must first determine what your logo should say about your company. You may come up with an image related to a business like a house for real estate or a car for a car dealer, or your logo could be just an abstract image representing the company’s philosophy, for example, a pyramid or a blocky image for a stable, trustworthy company. A very dynamic image with orbits and swooshes, sparks, or particles might be suitable for a very young, modern, high tech company. Not all businesses, though, can be easily associated with any particular image.

For example, a programming company doesn't have many images to associate with (except a computer). In this situation, it would be recommended to concentrate on an abstract image and to represent the feel of the company's business rather than coming up with a specific image. Companies that deal with more than one business should have a more generic image, but the logo can still be made to look technological by implementing some straight lines in combination with curves, or more corporate with more proportional, symmetrical, geometrical shapes. As a result of the expense involved in changing a logo, a "good" logo shouldn’t be too trendy, but ideally last many years before needing a redesign. You need to ask yourself if the design will be relevant in 5 or 10 years.

Once a company has established itself with a specific look, feel and image, it becomes more and more difficult to change as time goes by. Some companies have enjoyed success without ever having to change their logo design. Kentucky Fried Chicken has used Colonel Sanders in their logo since the company was founded in 1952. Aside from some updates on their marketing front, Nike would be another good example (the Nike swoosh). Pepsi took a risk in the mid 1990s by drastically changing their image and logo but did so with success. However, it could have resulted in commercial suicide. If you'll remember, in the 1980s Coca-cola changed their brand image to Coke. Pepsi then took over top seat in the market shortly thereafter. Creating a logo that can appeal to customers and consumers throughout the ages is important, considering that there will always be a risk involved with change.

If, however, you decide that your logo is in need of a face life, here are some points to take into consideration: Does your current logo represent 3 of the key elements that make up a credible and high quality logo design? a. Does the logo portray your company in a manner which says that you are an expert in this field? b. Is the logo "contemporary", symbolizing a "forward-thinking" look? c. Is the message that you are trying to convey to the consumer clear? If you answered ‘yes’ to all of these questions, then why change your logo? By revamping your company image, you may risk losing your supporters, clients that are already familiar with your products and services, your popularity, respect, as well as your market share. You can, however, clean-up your logo or update it with a lot less risk.

by Colleen Ryan