6 Ways to Ruin Your Corporate Identity

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

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

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

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

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.

Einstein on Logo Design

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!

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!

Does Your Company Have Multiple Personality Disorder?

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?

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!

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!

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?

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?

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!

Logos: Consistency, Consistency, Consistency

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?

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!

Elements of an Effective Logo - Part 1

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!

What Makes an EFFECTIVE Logo?

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!