Does Your Logo Say Too Much?

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

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

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!

Protect the Integrity of Your Logo

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

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!

Putting It All Together - A Corporate Identity That WORKS!

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.