What makes a logo not just creative, but strong, successful, and lasting? How do you know when your logo isn’t working the way it should? What makes one concept potentially better than another? How do you narrow down your top choices in a logo redesign to a front-runner when different people are responding to different esthetics?
If a logo designer has done their job, everything they’re showing you should meet the following 10 objective criteria for logos. Unfortunately, it’s not always the case and these key questions can quickly eliminate some concepts from the running and help you quickly focus your efforts. It’s intriguing how quickly this list can reshuffle your feelings about an existing company logo or new logo proposals you’re presented with. Read More
Whether you’re at the point of evaluating new logo concepts as part of a rebranding process, or just trying to figure out if your current logo still has staying power, the key is to look at something beyond the simple and subjective decision of whether you “like it” esthetically or think it’s “creative.”
It’s hard to look at things objectively in relation to logos and other creative products. We’re all programmed to react to things based on our own filters and preferences, and as business people we frequently lack the vocabulary to discuss these issues or the nuances that come with them.
While it’s ideal to love your own logo and other brand assets, the most important thing for your business is how well it portrays the essence of your company’s brand and value, how it connects with customers, what it communicates to them, and whether it’s utility meets your long-term business needs. After all, it’s a tool for growing your business, not art to hang on your wall at home.
So how do you know if your logo does its job?
What is a brand? And how is it different from a logo? It’s not a stupid question. Even designers and agencies seem to be confused about this critical distinction, so I’m not surprised when clients are confused.
Often when clients refer to “our brand” they are talking about their logo, not their brand. And a number of designers, agencies, web developers, marketing firms, and public relations firms claim they “do branding,” but more often than not they’re actually referring to logo design.
So what is a brand?
“Our initial project became a much more extensive assessment of our core values, with results that were outstanding.”
Pat Neill, Managing Partner
Hershner Hunter LLP