VIVIDesign Group

Intersting Bit on Corporate Brands

2012-01-24T10:35:00.000-08:00

Yahoo put together an interesting bit on the way company's name their brands. It is entertaining.

http://news.yahoo.com/who-knew/doomsday-predictions-is-2012-really-the-year-of-the-apocalypse-27942490.html

Don’t Encourage the Public to Help You Fail

2011-11-14T08:56:00.000-08:00

“Never under estimate the power of a first impression. If you look successful, the public will assume you will be successful and often support you. If you look amateurish, the public will assume you will fail and HELP you”.

There is great power and truth in this quote. Have you ever walked into a new business and immediately concluded that they were destined for premature failure? I certainly have and I have always been right! The interesting thing is that this conclusion may have nothing to do with the quality of the product or service that they offer. But rather it is the IMAGE...or lack thereof...that they portray!

Recently, in the town in which I live, there popped up a restaurant that we decided to try. They bought an old fast-food restaurant building and simply painted it a basic color scheme...brown. Their outdoor signage was hand painted on bed sheets and stretched between two stakes (this was put up after our visit). Upon walking into the building, they utilized the old furniture and they simply stripped off the former branding from the walls and left it plain. They had no branding of their own and if felt like I was in a glorified garage. That was not their theme, but rather their lack thereof! The food was dipped out of crock-pots that they apparently brought from home. Their menu was really rough and hand written. The whole operation screamed AMATEUR! Needless to say, they are no longer in business.

I have discussed this behavior with similar other small business owners and their reasoning is very consistent. They do not want to invest too much money into branding in case they don’t make it. The problem is that this way of thinking is a self fulfilling prophecy. Because they fail to create a brand that makes them look successful, patrons perceive that they will fail, and they, along with others, WILL refuse to do business with them. And the prophecy is fulfilled.

However, if that business owner invested a small amount of time, effort and money into looking like they are already successful, those same patrons would be much more inclined to continue using their products or services. By refusing to implement some basic branding techniques, you might as well take out an ad and ask the public to stay away!

6 Ways to Ruin Your Corporate Identity

2011-09-28T08:19:00.000-07:00

1. Have a Complicated Logo Too many colors. Too many lines. Too much detail that it is simply a complicated illustration or worse the actual use of a photo as a logo. All of these things will either be very difficult or expensive to reproduce consistently or the company will start making alterations to some reproductions to save costs. This will lead to have a wide variety of logo variations.

2. Have an Amateur Looking Logo Too many times I have heard the story that small business adopts their business logo by deciding to have a “design contest” among the company’s employees, friends and family. in turn, they offer a small monetary prize to the winner. On the surface, this sounds very prudent. The owner gets many more designs to consider than if they hired a professional and the cost is a tenth or less than the cost of a professional. Let’s look at the logic of this. Would you have a contest among those same folks on who is going to fix your computer? Or how about a contest on who is going to rewire the building expansion. What about having a contest for... and he list can go on and on. We simply wouldn’t do it with any other aspect of our business. So why leave it to rank amateurs to create the image that will be the face of your business? Your prospects makes instantaneous and subliminal decisions about a company upon FIRST IMPRESSIONS. Do allow your first impression to be that you skimp on quality! If they perceive that subliminally – they will move on to the next company!

3. Have an “Clipart” Looking Logo You’ve seen these logos. They simply look like a dozen others. The problem? You need to stand out from the crowd! That means that you need a logo that jumps off the page. That cannot be done by using a generic globe or a simple initial in Helvetica. You need a logo that is unique, powerful and has meaning to your company!

4. Allow Vendors to “Make Improvements” Vendors want to impress upon you that they have a creative staff that can rival any ad agency or graphic design firm. So what they do is to “tweak” your logo, name, font or colors to give you a “new look”. But what they are doing, if you let them, is to destroy the consistency that you have created.

5. Having too Many Variations I know of a company that I am very close to that has so many logos that it looks like they have personality disorder. Right now this company is close to being a half billion dollar company and they have at least 3 completely different logos....and variations of those! They seem to trot a new one out every time they have a new “event. Any company, regardless of how large or small needs only two variations: Its logo in a horizontal format and one in a vertical format. These two configurations should be almost identical with the exception of the relationship of arrangement of the name and symbol.

6. Not Protecting the Integrity of the Corporate Image I don’t know how many times that I have seen a logo pulled off of a website and enlarged for a print job. This will NEVER work. You must always have your logo in a vector image format for reproduction. Also, give any printer the format and the specs that they ask for because they are trying to watch out for the quality of your brand.

In short, in order have a Strong and Powerful Corporate Identity you need three things:

1. A unique and bold logo that will stand out in a crowd.

2. It needs to be used consistently EVERY TIME.

3. The integrity needs to be protected so that it is reproduced crisp and clean...No exceptions!

New Logo for One in a Million Company

2011-09-26T14:56:00.000-07:00

A new Art Gallery, with designs on promoting new and promising artists, realized that the best way to get noticed themselves was to stand out from the crowd with a Powerful Logo. They chose the name, “Blue Lobster Gallery” because a blue lobster appears in nature one in 2-5 million. They wanted a logo that was unique and bold and that fit the one-in-a-million meaning of their name. The logo that they chose is a simplified bird’s eye view of the head and claws of a lobster. To add impact and individuality, the logo utilizes a positive/negative effect which creates a dramatic feel.

“The professionals at VIVIDesign Group took my limited ideas and gave me a logo that I would put up against any corporate logo out there hands down. Very professional and methodical approach to design. Great work”. - Jon Walker, Blue Lobster Gallery

New Logo For Cats-N-Hounds

2010-10-27T06:07:00.000-07:00

Cats-N-Hounds, a high-end, on-line, pet gift shop realized that they needed a professional image to compliment the business that they had established. They contacted VIVIDESIGN Group for assistance and we were able to create a strong, powerful, effective Logo for them.

The Cats-N-Hounds Logo is a Name Mark which graphically symbolizes the name that the owners had chosen. Therefore at the heart of the logo is a stylized dog and cat. Surrounding them are two orbiting “arms” which signifies the love that the owners have for those special members of the family.

Once a logo project is concluded, VIVIDESIGN Group does not disappear from the scene. We continue to assist and advise all clients to ensure the proper and consistent use of their logo.

Congratulations Cats-N-Hounds.

Second Takes

2010-10-24T05:10:00.000-07:00

One of the most common mistakes that small business owners make in regards to their logos is trying to make it say too much. Many businesses are diversified in their product offerings and so having the logo showcase “What you Do” is next to impossible. So what should a good logo do then?

The other day I was driving down the road and my wife saw a political sign and pointed at it and said “look”. Everyone in the car turned and laughed and for 5 minutes we discussed that sign. The sign was in the back of a pick-up, up-side-down. While I would NEVER recommend including an obvious flaw in your logo, this event does illustrate a valuable point. That sign caught my wifes attention! It caused her to share it with all of us! It made us want to look and caused 5 minutes of conversation. That politition EFFECTIVELY branded his image into our minds. It made us think of him. It informed us that Mr. Higdon is running for Mayor. We do not know all of his positions on the issues, but we know that he exists.

That is what a logo should do effectively. A great logo does not have to say everything about your company. But if you can acquire a logo that will capture attention and make people want to perform a second take, you have branded them and you are now at least on step above the competion!

Corporate Vandalism

2010-10-18T05:54:00.000-07:00

What would your reaction be if you took your Mercedes Benz into the shop for an oil change and when you picked it up there were yellow flames painted on it? No big deal or you ruined my car? After asking the shop owner about the unauthorized alteration, you find out he was trying to “help you out” because HE thought your car looked a little boring. Most people would not sit still for that kind of “vandalism”. However, many business owners tolerate vandalism to their logo like this on a regular basis.

One of the most harmful things a business can do in regards to its branding or corporate identity is to use it inconsistently. So many business owners allow various vendors to “tweak” and play with their logo when using it in assorted applications. The problem is, that every time that logo is used differently the effectiveness diminishes. Soon a business can have so many different variations of their logo that the impact of repetitive views by clients and prospects is simply not noticed.

So how does one protect the consistency of their logo? A corporate standards manual. It is a simple document that shows vendors the dos and don’ts of how to use your logo. Take control! Have your logo designer create a standards manual for your logo and stop the madness of vendors vandalizing your valuable asset.

Haggerty Lures - Expecting to Get Bit!

2010-08-17T05:30:00.001-07:00

Publish Post

In the fishing lure business, a successful bait has to have the right “look” in order to attract the attention of the fish. If it doesn’t, one can throw that bait countless times in front of a fish and never get any action.

The right “look” is just as important in business. Many small business owners create their own “look” or logo, creating an identity of less-than-success and wonder why they don’t get bit by customers. They may cast and cast and cast and cast with ads, phone book spots and wonder why they can’t seem to land the big one.

Haggerty Lures had this typical problem. But now, we cave created an identity that should get them bit. The logo is fresh. It quickly identifies the business that they are in and, if used consistently and effectively, should attract the big ones.

Real Serious About a Professional Image

2010-08-05T04:34:00.000-07:00

Don’t let this tongue-in-cheek name fool you into thinking that this newly formed video production and publishing company is not serious about making its mark on the world. They knew the right company image was essential to being viewed as professional and talented. They wanted a logo that looked professional, but kept the lighthearted attitude of their name. We gave them just what they were asking for.

EspiWear...Looking the Part with a Bold New Logo

2010-07-29T07:54:00.000-07:00

Because EspiWear is an eCommerce retailer of quality men’s fashions, it realized that it needed to look the part. Its previous logo was holding it back from being taken seriously. They contacted VIVIDESIGN Group for a corporate identity makeover. We created for them a logo that visually helps viewers identify what they sell and will help them to be remembered by their shoppers.

This Logo is both a product mark and an initial mark. The initial symbol is a man's sport shirt collar.

Einstein on Logo Design

2010-07-05T21:07:00.000-07:00

Any fool can make things bigger, more complex, and more violent. It takes a touch of genius - and a lot of courage - to move in the opposite direction.

– Albert Einstein

Of course Mr. Einstein was not talking about logo design, however, the principle that he states is just as applicable for what makes an EFFECTIVE logo.

Notice the word that I chose: EFFECTIVE! Most folks, when selecting a logo, only think of the initial appearance of the logo. As important as that is, it is NOT the most significant element of an effective logo. That logo must be designed so that it can be applied to any and all applications that one wants to use it on...in a cost effective manner.

Many ‘logo designers’ try to dazzle their clients in the manner that Mr. Einstein refers: bigger and more complex. They will create impressive illustrations that are chocked full of detail: complicated lines, shading, and endless colors. These ‘logos’ may be initially appealing, but they will create more headaches in the long run. Some logos simply cannot be reproduced in all applications. For instances, if a logo is too complex and detailed, it simply will not be able to be embroidered onto a garment. Or if it is, it will have to be fundamentally changed...then you have real problems.

Other applications may simply cost you so MUCH MORE because you have to continue to pay for full color charges instead of being able to use that logo is simple black and white.

Here is a good rule of thumb: An GREAT logo should be able to be reproduced in a single color on the side of a pencil and be just as effective as it is on the side of a billboard.

Take if from Mr. Einstein...It takes more creativity and talent to simplify a concept than to make it more complex.

There’s Only One Chance...Make it COUNT!

2010-05-06T08:50:00.001-07:00

Imagine you are traveling late one night in an unfamiliar area. You have been driving all day and all you want is to stop and get a good night’s sleep. To your delight, up ahead are two hotels that seem to be flagging for your attention. The first one you arrive to has about a third of the lights on the sign that are dimmed. There is a window shutter that is askew and half fallen off. The building is in desperate need of a paint job. One of the windows has been broken and never fixed. The grass needs mowing. The pool is green and the vacancy neon sign is flickering and cannot stay on.

Just down the road is another hotel. It is well kept. The parking lot is well lit. It has a freshened look about it. There is a contemporary color scheme to the exterior. The landscaping is well manicured. It is the opposite of the first one. Now the important question: Where will you choose to spend the night?

The answer is obvious. The 2nd hotel. But why? You REALLY know nothing about either hotel at this point. You don’t know the owner. You don’t know the condition of the rooms. You don’t know the rates. But from what you see – from your FIRST IMPRESSIONS you have drawn certain conclusions. The bottom line is you have CONCLUDED – in mere seconds – that the room in the 2nd Hotel is going to be cleaner, nicer, fresher and more pleasing to stay in, base ONLY on the outward, superficial appearances of the two establishments.

Corporate Identity works exactly the same way! Prospective customers can rule you out as a viable option with which to do business based solely upon how professional or unprofessional you appear. If your competitor ‘down the road’ gives the appearance that they are established, successful and vibrant, while you appear like a ‘mom & pop’ operation doing business out of your garage...you will lose every single time! A well designed and effective Logo can make you appear established, up-to-date, successful and vibrant.

Make your first impression count! You won’t have a second chance!

Congratulations to Hamilton Plaza Animal Hospital

2010-04-15T07:44:00.000-07:00

I was contacted recently by Dr. Tara Zak of Hamilton Plaza Animal Hospital. She was in need of a powerful logo for her new veterinary clinic. She had already had a couple of people try to help her out, but they just couldn't seem to get that right logo. After a few conversations and me getting to understand her needs and tastes, we developed this striking image for them.

Don’t Be Dazzled by Smoke & Mirrors?

2010-04-09T05:41:00.001-07:00

As we all know, the illusions performed by magicians are not real, but rather they are tricks to make you believe that something “magical” has happened. The magician tells you what he wants you to believe, distracts you, you see the perceived end result and you believe that they illusion was done. One of the common methods used to carry out these illusion is by smoke and mirrors. This trick creates a distraction and the real action hidden so the illusion can seem convincing.

In the world of logo design, this trick is used everyday. The end result that every logo designer wants you to believe is happening is an “effective” logo. But instead of creating a powerful image that will be as effective on the side of a pencil as it is on a billboard, they bring out their version of smoke and mirrors. They dazzle the viewer with captivating colors. They distract you with lots and lots of detail, but in the end you have an complicated illustration that is passed off as a logo.

So what is wrong with that you ask? You need your corporate identity to be as effective EVERY time you need to use it without changing it. If your logo is so complicated, it may not be able to be embroidered on a garment. If you have been dazzled with color, you may never be able to use it in black and white like in a phone book or the side of a pen. If you have distracted with lots of detail, you may never be able use it in a really small format. Instead of getting an illustration in place of a logo, look for a designer that understands this principle and demand the simplistic rather than the complicated.

Does Your Company Have Multiple Personality Disorder?

2010-04-07T06:21:00.000-07:00

While on vacation in Florida this week, I was sitting in a local restaurant and noticed that this restaurant suffered from Multiple Personality Disorder! The poor restaurant couldn’t figure out who it was. Within eyeshot of my seat, I saw that it had and used at least 3 different logos for itself.

Some may ask: Is it really all that bad? I think it is one of the worst mistakes small businesses can make. When multiple logos are used WITHIN an establishment it is bad enough. That company will come across as an unsophisticated “mom & pop” shop. However, if multiple logos are used in a variety of advertisements to attract customers to the business, they may essentially be in pointing in different directions and not to the single business as it should. One of the keys to advertising is the term “frequency”. Frequency refers to the number of times a viewer sees an ad for the company. When they see that ads multiple times the viewers mind should start to remember and recall that business when that product or service comes to mind.

When a business uses multiple logos for itself, a single view may see those multiple logos in multiple applications, but NEVER associate the multiple impressions with the same business. If that happens, you have wasted massive amounts of advertising dollars and lost the opportunity to sell to that viewer

So how does a company develop Multiple Personality Disorder? Business owners allow vendors to do with their logo as the vendor chooses. Vendors often tries to “spice” up artwork to impress upon the business owner that the vendor is creative and forward thinking. So if multiple vendors are used (ie. sign companies, business card printers, phonebook companies, coupon companies, etc.) then you will have multiple looks, multiple logos, and Multiple Personality Disorder.

Are You Asking for Help to Fail?

2010-04-05T01:52:00.000-07:00

Never under estimate the power of a first impression.

If you look successful, the public will assume you will be successful.

If you look amateurish, the public will assume you will fail and help you.

Have you ever walked into a new business, looked around and immediately said to yourself...”They will never last long”? After that thought...what was your reaction? I would imagine it was one of two. 1. Aww...These folks need my help, I will patronize them everyday to keep them in business. or 2. Did you avoid going back because you knew they wouldn’t b around long? I would guess the latter...and so did everyone else!

What was the problem? You may not be able to put your finger on it, but I would imagine it was a lack of branding. I have worked with clients that was afraid of not lasting and so they wanted tp put a minimum investment into the business. And because they did, the first impression was accurately perceived and prophecy was fulfilled.

Giving your business the right identity is not that expensive in the long run. I assure you it is much less expensive than loosing the business. Don’t ask your customers to help you fail...They will take you up on it.

Your Corporate Identity Needs a Conductor!

2010-04-01T21:21:00.000-07:00

Have you ever wondered why an orchestra has a conductor? I sure have (when I was a child). While every other member of the group is playing their hearts out, this guy is standing up, waiving his arms and telling everyone else what to do. On the surface, that’s how it appears, however, when one peels back the onion, we see he/her performs a valuable service.

Human nature says that without a SINGULAR director everyone would be tempted to decent from the group’s musical course and to showboat one’s own skill. If that were to happen, the orchestra would no longer be a cohesive, singular unit with a solitary goal. It would be a chaotic free-for-all!

The same thing happens if your company’s corporate identity does not have a conductor. Every vendor, that in some way uses the logo, wants to impress you by their creative prowess and therefore will give your project a certain creative “flair”. They will change, manipulate and alter anything about your logo to impress you. When that happens, and you have multiple vendors, you now have that many variations of your logo and your identity is shot.

Like that orchestra, your logo needs a conductor. A person that has the end goal as its primary mission. One that will make sure ALL vendors follow a prescribed plan to guarantee that your corporate identity is used consistently EVERY time.

Ask for Black!

2010-03-31T04:54:00.000-07:00

I have a very simple philosophy about what makes a successful LOGO: A Logo MUST be AS Powerful on the side of a pencil as it is on a billboard!

Most logo designers draw illustrations that are intended to be and NEED to be reproduced on a larger format. Their “logos” are flashy and can dazzle the viewer, but it requires enormous detail (lines, shading and color) for the logo to give the illusion that they are creating. However, due to the need for that detail, it will be impossible for that logo to be reduced down to a small size and still be as effective. When a logo is created, the owner surely is going to want to use that logo in every marketing effort that they imagine – WITHOUT costing extra money.

Use this mental exercise as a test. Imagine how the Mona Lisa painting would look on the side of a pencil. Is as impressive? Not hardly. Now imagine the Nike swoosh logo on the side of a pencil. Is it as impressive? You bet it is! Regardless of whether that logo is on a billboard, pencil, embroidered on a garment or in a phone book, it is just as effective every time.

So how can you insure that the logo you are buying is going to work in every application? Ask your designer to show you that logo in Black ink only and no shades of gray. Furthermore, ask them to show you a copy of it in an extremely small size...like the side of a pencil. If it is not as good as it was when you first saw it (Large and in color), you had better pass. And maybe even look for a new designer!

The $99 Logo...Is it a Value?

2010-03-29T04:41:00.000-07:00

The word value is defined as “the worth of something compared to the price paid or asked for it”. In other words, “value” is not just an inexpensive price. So often, “inexpensive” products – those that have an appearance of great value – have associated with them hidden costs that, if known at the time of purchase, may be avoided. Those hidden costs often bring a frustration far greater than the higher initial cost of the superior product.

Let’s look at it this way. Imagine you find your “dream” car for only $1,000. The paint is spotless. The interior is impeccable. You get giddy with excitement because you have found the “steal” of the century. But shortly after the purchase, you discover that it needs a new engine, new transmission, new rear end, a new set of tires, and a new suspension system. How great of a value is that dream car for $1,000 now? Superficially it looked impressive – But no REAL Value!

How does this apply to logos? There are many folks selling logos on line for $99. Are they a great value? About as good as that $1,000 car! Beware!...Because you will have similar hidden costs. So often those clipart creators will do a quick little drawing (it has to be quick for them to stay in business) that are flooded with lots of detail and coloring. But when you try to apply this to all of your uses the hidden costs are extreme. Many of these logos have to be reproduced with four-color process printing. That will be more than twice as expensive than a standard 2-color spot logo, because the process and press for reproducing it is different. Now what if you want to place a simple ad in a telephone book? Complicated color logos don’t translate into black only very well, so now a single color ad again has been translated into a 4/C process ad – again, the cost has skyrocketed.

Let’s say now you want to embroider that logo on some apparel. You can put it in color for the same cost, but that logo now may have to be simplified to make it work. Now your apparel logo is different than the other uses. Try putting that logo on the side of a pen to hand out to customers and prospects. Often it just cannot be done, because it is just too complicated.

When designing a logo, make sure that the designer that you use has all of these scenarios in mind and you will get one that will be universal in its application. You may have to spend a little bit more, but it will be worth it in the long run.

Are All Logos Created Equal?

2010-03-26T05:12:00.000-07:00

Some folks really go to the extreme to get a “cheap” logo. The owner of Cabin Creek Baits let me know, that when he first started his business, “cheap” was one of his highest priorities in obtaining a logo. So much so, that he “borrowed” his original logo from a company that went out of business. And from the looks of it, he paid way too much!

The original Cabin Creek logo made one of the classic philosophical mistakes: More Detail Is Better. Maybe for a painting that is true, but for a logo, simplistic is ALWAYS better. The original logo showed a cabin with details showing each log, with trees in the background and even a bird flying over head. While I agree wholeheartedly with the essence he was trying to portray, I believe that the revised logo accomplishes it in a much more powerful way.

If you want your logo to be effective...Less Is more!

Does Your Logo Say Too Much?

2009-11-04T03:18:00.000-08:00

That sounds like an unusual question doesn’t it? On the surface, it seems almost like asking the question: “Is my production quality too good?” But once you get past the surface, the two questions are miles apart. The short answer is: YES...your logo can say too much.

I recently worked on a logo project for Rocky Mountain Troutfitters, a quality fly fishing guide service for professionals that love the outdoors. Before we struck a deal, the owner had received some spec designs from at least one other design firm. He liked the general concept because it said too much. The “logo” illustration showed snow capped mountains (more than one), against a blue sky, a stream flowing from the mountain and a trout chasing a fly on a line. That is a LOT to put in a logo to identify a company. The logo isn’t intended to give the whole marketing message, just give a sense of the company’s essence.

I was asked by the owner what my thoughts were. So I asked these questions:

1. Do you think this piece of artwork will work in only Black & White (no shades of gray)?

2. Can it be embroidered on a garment?

3. What about a phone book ad? Will it easily print there small and in a single color or are you willing to spend significantly more money to use that color version in the phone booK

Once he thought about the impact of that complicated image, he decided that he wanted a logo that would be more simplistic and universal im every possible application, yet, I was charged to keep the essence of the original artwork. Below is what we came up with.

The logo that he decided on certainly keeps the essence of the first design yet is extremely versatile. A logo should not say it all. But if designed correctly can say just the right amount.

Simpak...A Case Study in Simplistic Logos

2009-11-02T05:22:00.000-08:00

Several years ago, while sponsoring a local business talk radio program, I created the first Ugly logo contest. The first winner was Simpak International. Simpak was a company that had designed a new kind of packing system that protected delicate and valuable components during shipping. Their new invention was a real “WOW” product, but their logo was not. In fact, they had a real liability with their logo because they LOOKED like a “mom & pop” operation, working out of a garage. They needed a logo that made them look as impressive as they were.

When I got started with them, we sat down in their office for about an hour long consult. I got a good handle on who they were and where they were going. We decided that the best approach to take was to have the logo reflect the “packaging” nature of their business. So I go to work. After about two rounds of preliminary designs, this one (above) was chosen. The icon on the left plays a dual role as both an Initial Mark and a Concept Mark. The brown section creates the outside of the “shipping box” while also is in the shape of an “S” which is the initial for the name of the company.

The logo does not use a lot of detail, but in a very simplistic manner, sends a strong message as to the essence of the company.

If you would like to enter our current Ugly Logo contest, follow the link, send me an e-mail with basic contact info and you will be entered. http://bit.ly/2KgJm5

Logos: Consistency, Consistency, Consistency

2009-09-25T07:53:00.000-07:00

For those that have a basic understanding of marketing and advertisng...What impact would a billboard have if it changed on a daily basis? The answer is minimal! Billboards increase in effectiveness the more that a viewer passes by that advertisement. The first few days a board is up, a viewer may not realize it, but the more they are exposed to it the more effective a board becomes.

That same principle applies to logos. What if every time you see a logo it is different? The mind (consciousness or unconsciousness) will not put it together that it is the same company. If that is the case, you are defeating your own efforts! I know of a business that from the parking lot, you can see 5 logos....it is displayed 3 completely ways.

Often times this is a result of “good intentions”. Some folks view a logo like my wife views our living room furniture – It has to change on a weekly basis. Some folks think that they are doing the company a favor by “spicing” up the logo. But as well as their intentions are, they are doing great damage to the company’s corporate Identity.

When you go through the effort of having a logo designed, make sure that it is used consistently EVERY TIME!

Logos: Do You Think You’ll Get a Second Chance?

2009-09-23T06:37:00.000-07:00

It is no earth shattering revelation to say that we live in a fast paced world, but it may be a truth that we often times overlook and take for granted. With the advent of internet shopping and hundreds of channels on our TVs, folks are gathering and discarding information at a faster rate than ever before. For that reason, if we have the split-second opportunity to make an impression on someone...MAKE IT COUNT!

Sometimes I run across logos and all I can think is “What were they thinking?” Your Corporate Identity may be the only “face” that a prospect sees when they are exposed to your organization. Therefore make sure you portray the image that you want to convey.

Poor logos and Corporate Identities give the perception that your company is cheap, inexperienced, doesn’t care about quality, and thinks it is going out of business soon, etc. Is that really the impression that you want a prospective customer to leave with?

An effective logo however, can make a small organization look larger than it is, make a new organization look established and give the impression of quality, consistency, competency, etc.

Don’t think that a prospective customer will give you a second chance or overlook your company’s sloppy appearance to dig into your underlying quality. They will take one quick glance and move on to the thousands of your competitors. When you get an opportunity for that “first impression”...IMPRESS THEM!

Protect the Integrity of Your Logo

2009-09-21T08:32:00.000-07:00

Imagine you own a car dealership and someone takes a car out on a test drive and wrecks that merchandise, causing massive damage to it. What is your response? Do you simply say “Oh that is OK, accidents happen”? Of course not! A new car is too valuable to ignore ruining it! So why would you overlook the “wrecking” of your logo and act as if it is OK? Your logo is no less valuable and therefore you need to protect that logo at ALL COSTS!

I don’t know how many times I have looked in a newspaper or telephone book or other such advertising venue to find logos that have been “wrecked” by the manner the publication inserted it. So often, these publications have rigid templates that must be followed which cause the layout technicians to skew or otherwise distort logos to fit the logos to their publication’s templates.

There are many ways that others can have a negative impact on your valuable asset; from vendors to even your own employees. Assume that NO ONE will care for the integrity of your logo like you will. If you give your logo to ANYONE, make sure that they use it in a manner that is consistent with the way that it was designed. Don’t be afraid to give the vendor rules on how that logo is to be used. Protect your logo at ALL COSTS.

The Cabin Creek Logo - Keep it Simple

2009-09-17T09:18:00.000-07:00

The original Cabin Creek logo made one of the classic philosophical mistakes: More Detail Is Better. Maybe for a painting that is true, but for a logo, simplistic is always better. The original logo showed a cabin with details showing each log, with trees in the background and even a bird flying over head. While I agree wholeheartedly with the essence he was trying to portray, I believe that the revised logo accomplishes it in a much more powerful way.

If you want your logo to be effective...Less Is more!

Putting It All Together - A Corporate Identity That WORKS!

2009-09-16T07:57:00.000-07:00

In our first installment of this blog, we discussed that we need not only to be concerned about our logo, but also the overall Corporate Identity of our company. So how do we do that?

1. You must have the RIGHT logo. We have discussed in great detail what it takes to have an effective logo: Bold, Simplistic, Creative/Unique Approach, Universal in Application. Effective in Black & White and Has Meaning. But that is only a good start. You can have the best logo in the world and use it poorly and ultimately have a Corporate Identity that works against you.

2. Your logo needs to be used in a CONSISTENT manner. One of the biggest mistakes a company can make is to have multiple logos; all in use at the same time. This will only confuse the public and give the impression that they are different entities.

3. Protect the INTEGRITY of your logo at all costs. I have heard too many times printers say “just give us a business card and we will scan it and get your logo from that”. NO, NO , NO! ALWAYS give an original to be reproduced. A copy of a logo will always look inferior. It is like buying a brand new suit and wearing it to bed before an important meeting the next day....it may be new, it may be expensive, but it will always look SLOPPY!

4. Stick to a COLOR THEME. Color is a powerful element in your overall Corporate Identity. The colors of your logo should be the foundation to this color theme. You may want to also select a couple of accent colors (no more than 2) and then use them as consistently as you do your logo. From the interior of your location to the uniforms that employees might wear, use only the colors of your selected color theme.

Gator Rock Bits - Bold is Better

2009-09-14T04:34:00.000-07:00

The Owners of Gator Rock Bits came to me looking for a logo for their new company. The brothers had been in business for a second generation doing electrical utility construction and repair work. Their new company was the result of inventing a new truck mounted drill bit that drilled through rock. While drilling holes for new and utility poles, the discovery of a rock bed meant the loss of productivity and profits. A whole new crew had to be called in to deal with that obstacle and so they could loose days of progress. The new drill bit allowed the original crew to stay on the job, change a bit, and in a matter of hours, not days, they were back to their original assignment. They soon realized that there was a market for their invention.

Their vision for the logo made sense to them, but it would not have served them well. They wanted a detailed illustration of an alligator with a rock in its mouth, chomping down on it and breaking it into pieces. While I agreed with the essence of the concept, the execution would have limited them on how they could use it and it would have cost them a lot of money trying to reproduce it. I explained to them the pitfalls of their wishes and designed them a logo that they loved and they they eventually agreed would. Their new logo is Bold, powerful and contains the original essence of strength.

Elements of an Effective Logo - Part 2

2009-09-11T05:21:00.000-07:00

In our last article, we began examining the elements of a powerful logo. A strong logo should be BOLD and SIMPLISTIC. Today we will add to that formula.

3. Creative/Unique Approach: Obvious is not a description that one would want for a logo. Any art form is at it’s best when it is most unique. One thing that can capture the attention of the viewer is to demonstrate a concept in a fashion that is completely unique.

4. Has Meaning: This characteristic is somewhat optional. It is always best for a logo to convey some concept that represents the essence of the company, but it is not essential. Many great logos have no obvious meaning.

Make sure that when you have a logo designed that it isn’t just “cool”....Make it WORK for you!

Elements of an Effective Logo - Part 1

2009-09-09T05:39:00.000-07:00

In our last article, we examined the elements and characteristics of ineffective logo, regardless of how “appealing” it might be. In this issue, we will evaluate two of four components of an effective logo; one that can be both aesthetically appealing and effective in every and all its uses; from a billboard to the side of a pencil to an embroidered garment.

1. Bold (Stands Out Prominently): Many times a logo will be surrounded by countless other elements that can distract one’s focus from that single object. For instance, on any single page of a telephone book, there are man companies trying to capture your attention. A great logo will be bold enough to stand out and grab the attention of the reader from all of the clutter.

2. Simplistic/Suggestive: One of the most common mistakes of many logos is that people try to make it say everything that they can, in one little symbol. A logo should not attempt to describe everything that you do. It is intended to simply capture the ESSENCE of a company. A great logo can be designed so that it can be represent several concepts depending on how one chooses to look at it.

Make sure that when you have a logo designed that it isn’t just “cool”....Make it WORK for you!

Logos: How Can “Good” Be Bad?

2009-09-07T05:33:00.000-07:00

There is an old saying: “Looks are only skin deep”...and in a manner of speaking, that rule applies to logos as well. An “attractive” logo, which on the surface may seem appealing, can cause its owner many headaches and excessive expenses. The wrong logo, can even diminish a company’s image rather than help it.

So what makes a logo NOT work well? Here are a few characteristics that will limit it from being effective in every possible application.

1. A Logo that Requires Colors or Gradations to be effective: I once knew of a logo that the background was a gradation of color from purple to green. When trying to embroider it, they had to create a harsh line in the middle with solid green on one side and purple on the other. To lay the “two logos” side by side, it just did not look the same. That becomes a Corporate Identity LIABILITY! (See Example Below).

2. Too Many Elements: The common mistake that most business owners convey to me when they describe what they want is, they want their logo to say EVERYTHING. For instance, if a company sells 20 items, the instinct is, to create, in great detail, all 20 products. That is not what a logo is to do. A logo that attempts to say it all will be disastrously complex.

3. Thin Lines/Small Elements: Where intricate and tedious detail can give a painting life and realism, it will kill a logo. Remember, an effective logo should fit on the side of a pencil

4. Fad Fonts: Each font has a personality and can create an appropriate feel to a logo. But some fonts are too dated and will date a logo that should feel timeless.

In order for a logo to be the foundation for a strong and powerful Corporate Identity, it MUST be as effective in EVERY use.

What Makes an EFFECTIVE Logo?

2009-09-04T04:57:00.000-07:00

To best answer this question, we have to decide what we are really wanting to accomplish. Thus the wording of the question...Effectiveness! Does your logo accomplish what it needs to?

In our last article, we examined the basic purpose of a logo: To Identify your company and to distinguish it from all other companies. But really, there is more to that story. How ADAPTABLE is that logo? Can it be usable in EVERY application?

For instance, I have seen some really flashy logos that looked appealing on a billboard, as the owner spent excessive amounts of money to get it reproduced. But how effective would that same logo be on the side of a pencil?...in a single color?

What if you wanted to print that same complex logo in the phone book? Do you really want to pay all of the color charges to make it look right? What if you want to embroider it on a shirt? All the money in the world cannot make that happen if it is too complex. I would guess that MOST logos in use today could never be embroidered. Either it would look completely different than other applications or it simply could not be done.

That is why a logo needs to be designed with all of those applications in mind. A logo is NOT effective if you HAVE to change it to make it work in other applications. Large or small – Black & White or full color – Complicated or simple application....Your logo should be just as effective...no matter how you use it!

What Is a Logo...Really?

2009-09-03T05:35:00.000-07:00

I know what you are thinking... “It’s that little picture on my business card”.

Okay. Why is it there? What is it’s purpose? What should it accomplish?

Through my many years of experience, I have concluded that a logo should have two distinct reasons to exist. First, to IDENTIFY your company. Often times in this day of technology and “next day deliveries”, business can be conducted without ever interacting with a live human being. So what then is the “face” of your business? It’s the Corporate Identity or corporate image! Your logo becomes the mental image that the public holds as it thinks about your particular business’ products or services.

Secondly, a logo should DISTINGUISH your business from all others. This requires that your logo be more sophisticated than just clipart. In a sea of logos, your trademark needs to stand out from all others, especially from your competition.

If your logo is the “face” of your business...Make it a GOOD one!

Corporate Identity? I just want a logo!

2009-08-31T04:59:00.000-07:00

If you are anything like me, I have often run across people in business that just like to hear themselves talk. And to really impress others, they use big words because they feel it makes them seem particularly intellectual. I am not usually impressed. Instead, I generally tune them out because they are just a blowhard.

I often get the impression that business acquaintances look at me in a similar fashion when I mention the term “Corporate Identity”. “Oh, you mean a logo. Why didn’t you just say so?”

Although a logo is an integral component of a Corporate Identity, there is much more to the identity of an organization than a “little icon that is next to the company name on a business card”.

A corporate Identity is the immediate impression that one gets when they first come in contact with your organization. Is that impression favorable? Ar e they reaching a conclusion about your company that you want them to have or is it completely different? That impression, to a large degree, can me manipulated so that they conclude what you want them to conclude.

Here is an example, you take any guy. Put him in worn overalls, give him chewing tobacco, a flannel shirt, a John Deere tractor hat and he speaks with a bit of a draw...what do you have? A redneck. Now take that same guy, put him in a nice business suit, a briefcase in his hand, nice haircut, well groomed. Now what do you have? A business man. The exact same person with slightly different appearance causes us to reach a different conclusion about him.

Customers, prospects, employees, loan officers and the general public as a whole look at a few outward characteristics of your company and draw conclusions. Is it the one that you want?