We don’t want to confuse our audience or consumers, do we? No, of course not.
If you have more than one logo, you may very well be doing just that. Having more than one image that defines your brand can lead to a confused and unmotivated viewer. Do you think that Nike or Pepsi have stuck to the relatively same logo for all these years because they couldn’t afford to have a new one designed? Or because they weren’t progressive enough to move forward? No. They have been building their brand. When you see the Nike swoosh you automatically think of basketball shoes. Michael Jordan. Excellent tools for a craftsman in the athletic trade. You think of a business that is consistently setting the standard and creating trends in the industry to which it is a major player. You don’t think of an old, worn-out logo.
However, too often we see brands and organizations using more than one logo on different marketing materials and platforms. Why? Is it because they feel like trying a new one out to get some feedback? If that’s the case, don’t bother; just run it past a panel of judges that you trust and make a decision. Don’t confuse your audience by showing them logo #1 on the flyer, logo #2 on the website, and logo #3 on your business cards. It’s sloppy, confusing, and unprofessional.
Clever logo designed by Sean Heisler for Killed Productions
Also, don’t create a logo that just looks cool. It needs to have substance. Some meaning behind it. Whether the meaning is in the color palette or the design itself is up to you. Perhaps the tagline is where the meaning is. Whatever you do, make sure it’s not a cookie cutter design or one that is based off of an existing (especially successful) logo.
Creative logo design created for Horror Films by Siah Design
Consumers will notice this and it sends the message that your organization is not able to lead, but instead follows. Nobody wants to do business with a company that isn’t leading the way.
Creative logo with “2″ instead of “N” designed by Action Designer
Also, another point to keep in mind is that the logo ultimalely has to be appealing to your audience. It does not matter how much you like it if nobody else does. At the same time, don’t just create something that you think others will like; you have to look at it day in and day out. Makue sure that it’s a design your comfortable with. Find the balance.
Have a quality logo designed that fits your company. One that expresses who you are and what you do. It’s worth it. Trust me.
