. . logos have particular sets of characteristics that are put together in order to create a distinct image that carries a pre-defined statement about a company, a sports team, . . . etc. In short, by looking at these characteristics individually and collectively and their appropriateness and relevance to the original brief, we can evaluate and analyse how closely a company’s logo reflects the required image and values of that company.
Here are 9 important criterion to check about your Company’s Logo
Check your company’s logo using the guidelines shown below and see how many of these factors were taken into account when designing, evaluating and promoting your logo.
1. Projected Image: Does your logo project and portray the image and values that your company is best suited to utilise in marketing its product and services? Trendy, modern, classic and traditional, young and ever evolving . .
2. Target Audience: The logo’s personality must focus on the correct target audience, their age group, gender, financial status etc. Were these specifics discussed in your brief to your graphic design team? Does your logo target the audience that you wish to attract to your product or services?
3. Simplicity: Overly complex logos are not suitable for majority of situations. Remember the old rule of simplicity that requires you to be able to recreate your logo using a stick and the sand on the beach where you take your dog for its daily walk. Bear in mind that there are exceptions and in some cases, complexity of a logo is inevitable.
4. Colours: In majority of cases, certain colours can convey certain perceptions. Usage of relevant colours in some cases can be crucial. For instance, bright reds or purples and Funeral Parlour logos! Not exactly the right choice!
5. Brand Awareness & Brand Recognition: These are the helpers to make your product and services recognised and remembered. Recent statistics have shown that the average child recognises over 85 corporate images as opposed to only a handful of bird species. Is your logo easily remembered and recognised?
6. The Brief: Perhaps the most important part of developing a logo is to develop the brief. The relevance and accuracy of the brief is the single most important factor in helping your graphic design company to understand and recognise, what the requirements are. The more you communicate the product, services, your place in the market, your company’s mission and philosophy, the better the designer’s understanding would be with respect to what image your logo should project. Your USP (unique selling proposition) is of great importance to the brief as well. If you are not sure about it, then it is a great opportunity to spend a little bit of time and explore what makes you different to your competitors - and then push, push and push it.
7. Testing the waters: Often clients would like to show the concepts or the logo to others to see their reaction. One can not emphasis more, the importance of the logo being shown to the intended target audience and not to members of family, during a Sunday afternoon barbecue or to the mother-in-law during the regular monthly visits.
8. Marketing: Even an absolutely fantastic logo is not going to sell your product or services, just by itself. For example almost everybody recognises the Nike "swoosh" but not the Rexona "swoosh", despite the fact that both logos have very similar elements. Why? Because Nike have put a huge amount of time, effort, and the ever critical strategic marketing plan and cash into their campaigns in order to create the market recognition that its logo presently enjoys. What sort of marketing plan do you employ to promote your company or products?
9. Multi-Tasking: whether used on your stationery, glossy brochure, e-mails, website or photocopying, faxing or even corrugated delivery boxes, the logo should be versatile to cover these requirements with minimal modifications. Does your logo meet this requirement?