Take a good look at your company logo. Does it fade into the background against
the other images that promote your business? Has you logo become outdated? Does
it still match your company's vision? Is your message connecting with the customers you want?
Your visual identity is a vital tool in communicating the essence of your business. Before someone even buys a product or service from you, they formulate ideas about the business based on your logo and visual design.
Having an identity (logo) that works can change how your customers perceive your business and put more money in your pocket. Donít believe me?
Just think about Coke, Nike, Rolex, AppleÖ the list goes on. Here are a few
questions that you need to ask yourself:
- How do I make my logo come alive and attract customers to my business and
what is the message that I wish to convey?
All businesses evolve over time, so the message you need to communicate to your
customers (and potential customers) will change as well.
The first step is to decide what you want to communicate about the changes in your business.
Perhaps your company is more modern in its approach to customers.
You can use a new visual identity to communicate this, including a revamp of your logo, design and messaging or a completely new approach to all elements of your identity.
Consistency is crucial when trying to build a brand, so when you update the design of your
logo you must patiently and continually communicate the changes.
- Who am I talking to?
You need to be aware of who your customer base is and if they understand and connect with the current visual identity of the company. Has your audience changed significantly over time? Maybe the current design worked for customers 20 years ago but leaves the new audience cold. Work out who you want to communicate with and what they will respond to.
- How do I make my logo last a lifetime?
If you are going to develop a new design then it needs to stand the test of time. You should work with a good designer, who knows current trends and how to avoid anything ultra fashionable that will look dated in a year.
A good design should last 20 years and be solid enough to take slight adaptations or
modernizations during this time.
- How do I keep my brand intact?
Building a brand takes a long time and needs consistency, repetition and giving customers the service they expect time and time again. You donít want to alienate your existing customer base by a radical design change that they canít relate to.
If you want a change, consider using elements already in place such as one main colors
or image, think about the changes companies like Pepsi and Coke have made over time. A company with a strong logo and visual identity is taking the first step in building an established and profitable brand.
What you ultimately want to achieve is an identity which can evolve over time without noticeable change allowing you to maintain your core identity.
About the Author:
Amanda Vlahakis is the founder and operator of Truly Ace, a company that provides quality logo design, graphic design and commercial illustration services.
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