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!

Don’t Be Dazzled by Smoke & Mirrors?

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?

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.