new team member
posted by Wold Creative Group at
9:53 AM
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Wednesday, November 28, 2007
Monday, November 26, 2007
consistency with the brand
There had been a few questions from clients about logos and how that logo can be used throughout various mediums. There are certainly no rules for this, just principles that should be followed in ensure the best possible brand recognition.
Principle one: give your brand some time. It is easy to want to swap out the brand periodically if you do not think that it is performing. This is fine to do every few years (5-10 years) to keep the logo fresh and current (look at how IBM, Pepsi,...etc. update their logo periodically while keeping the same structure to the logo), but let your logo fully saturate your market before changing your branding. If it doesn’t perform over the long-hull or you are updating the company itself, then it is time to update the logo and then push that logo on the market.
Principle two: let the ads tell the story of who your company is, do not switch up the look of your logo to attempt to tell your story. The logo (brand) needs to ground the various marketing/advertising that you are doing, it should not be used as the advertising (unless you do this intentionally to go against the norm, see sample below).
Principle three: the brand needs to have recognition. This means that it needs to be noticed but noticed for the right reasons. For instance, if you squint your eyes at a logo for a short distance, the text and/or graphic should still stand out and not blend together or disappear in the background. Thus, it will be easier to reach a larger audience simply because your brand is more recognizable.
Principle four: the brand is not the company. A common misconception is that the logo and other branding must convey all that there is about a company or organization. While this seems far-fetched, people actually want to try to do this. In reality, the branding is a small representation of the company that should have the goal of drawing potential clients/customers into your business.
I could go on, but this is already getting lengthy. Just remember that a brand is not a brand at all unless you get it in front of people. So market well.
-jeremy
Principle one: give your brand some time. It is easy to want to swap out the brand periodically if you do not think that it is performing. This is fine to do every few years (5-10 years) to keep the logo fresh and current (look at how IBM, Pepsi,...etc. update their logo periodically while keeping the same structure to the logo), but let your logo fully saturate your market before changing your branding. If it doesn’t perform over the long-hull or you are updating the company itself, then it is time to update the logo and then push that logo on the market.
Principle two: let the ads tell the story of who your company is, do not switch up the look of your logo to attempt to tell your story. The logo (brand) needs to ground the various marketing/advertising that you are doing, it should not be used as the advertising (unless you do this intentionally to go against the norm, see sample below).
Principle three: the brand needs to have recognition. This means that it needs to be noticed but noticed for the right reasons. For instance, if you squint your eyes at a logo for a short distance, the text and/or graphic should still stand out and not blend together or disappear in the background. Thus, it will be easier to reach a larger audience simply because your brand is more recognizable.
Principle four: the brand is not the company. A common misconception is that the logo and other branding must convey all that there is about a company or organization. While this seems far-fetched, people actually want to try to do this. In reality, the branding is a small representation of the company that should have the goal of drawing potential clients/customers into your business.
I could go on, but this is already getting lengthy. Just remember that a brand is not a brand at all unless you get it in front of people. So market well.
-jeremy
posted by Wold Creative Group at
10:04 AM
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