For any business entity, the hardest thing is to keep corporate logos  relevant. This is because consumer preferences alter on a daily basis. The identity that once used to appeal to your target audience may not attract them after a few years. Even though it is not advised to change your business logo every now and then, some circumstances push a corporation into rebranding its identity.

Redesigning your Logo – When & Why?

The hallmark of successful corporate logos is that they are everlasting and have a longstanding effect on the customers. We have a perfect example of Nike corporate logo that has hardly ever changed since its inception in 1971 by Carolyn Davidson. With the exception of a few minor tweaking, the Nike Swoosh has remained steadfast over a period of four decades.

Redesigning corporate logos is not an easy task as a lot of factors are at stake. Issues like consumer loyalty, relevance and public reaction are some of the many things that hinder a revamping effort. That is why it is imperative to read the signs confirming that a logo redesign is necessitated.

1. Confused Identity:

The purpose of a brand identity is to make the target audience aware of your business and clear any confusion that they may have regarding your entity. But if your identity is considered to be confusing and vague, then it a futile practice altogether. Case in point is the London 2012 Olympics Logo that has been criticized as being perplexing and irrelevant to the Olympics brand identity.

2. Change in Ownership:

In the competitive world of business, corporate mergers are commonplace. Every year, companies collaborate or merge in order to survive in the business environment. But when this happens, it means your customers must also be signaled about this change in ownership with a redesigned logo. When JPMorgan and Chase Manhattan Bank joined forces, it merged with a new name called JPMorgan Chase. This also resulted in unveiling of a fresh corporate logo in order to inform the customers of the merger.

3. Change in Focus:

When a company seeks to expand its operations or change its area of focus, it must also aware its customers of the transformation too. For instance, an increase in product line or brand extension will lead to a modification in company’s business purpose. Case in point is Starbucks, who unveiled a redesigned logo on its 40th anniversary. The reason for the corporate identity revamp was that they were introducing a variety of new products. Hence, it required a fresh identity that can reveal its change in focus.

4. Customer Objection:

Customers are the biggest source of brand power. They have the ability to greatly influence the mechanics of every entity. Hence, you cannot afford to make your customers cross over any unwanted changes. If customer’s start objecting to your corporate logo, then rest assure than there is some overhaul to be done. Consider the example of Gap, who redesigned their logo after 40 years without proper market research. The brand lovers started revolting against the new identity hence Gap had to revert to its old logo.

5. Widespread Imbroglio:

For a corporate entity, reputation in the market is a crucial quality to protect and preserve. It is an extremely sensitive business as the slightest of mistakes can cause a company to get stuck in a widespread imbroglio. There is no better example than British Petroleum that tarnished its corporate image by creating an enormous oil-spill. The oil-refining giant has faced several controversies and has had to redesign its corporate logo in order to revitalize its lost image.

In order to have professional corporate identity, your corporate logo should be balanced from all angles. This is because corporate logos are the cornerstone of every branding procedure. Not only does it require equilibrium of logo design elements, it also necessitates a symmetrical layout. Now you must be wondering what symmetry has to do with corporate logos.

Symmetry in logo design involves creating a logo with a mirror image in both the halves. To put it in simpler terms, these logos are designed by flipping one side over the other in equilibrium. This can be achieved by flipping the symbol or the fonts in corporate logos. Firms that employ these types of logos exhibit that their business is stabile and steadfast.

Here are 22 brilliant examples of how symmetry is used in designing corporate logos:

Mixedpome

LoveDoves

Technofly

Equestrian Clothing

Teknex

Mammo

Stronghex

Blu Leone

Corrida

Lion Bird

Henland

Africa Unite

Medical Cannabis Delivery Inc

Moneyledge

Goldielock

Trifecta

Resonance

Music production company

xhosa

Coviam

Augusto Villa

Sky of Love

Most clients perceive that logo designing is a one step job of drawing a symbol or emblem. But the reality is extremely different. All the corporate logos that exist in the business world have undergone a rigorous logo design process. This is because a logo isn’t just the name of a figure or a shape. Rather it embodies the complete essence of your business into a single identity.

One crucial thing distinguishes an average logo designer from a perfect logo designer one is the process that they employ. Those who create logos without a course of action, often end up making ineffective business logos. The correct way of fabricating a corporate identity is to follow the steps in a logo design process in sequential order. Even the slightest of mistakes can ruin your corporate logo.

Start with the brainstorming session followed by a thorough research on the company and its industry. The next phase involves selection of logo design elements which include corporate fonts, colors and symbols. Then you move onto the execution stage which involves numerous revisions and finalizations.

For your inspiration, I bring you 6 comprehensive examples of logo design process that will help you brainstorm your way into creating your own identity.

1. Grooveshark Logo Design Process:

This logo design process was done for a company named Grooveshark. It is a global peer-to-peer music podium, created around an online social network. It lets you stream unabridged songs, make playlists and share them with your friends.

2. JMR Insurance Group Logo Design Process:

Another masterpiece process done for an insurance company called JMR Insurance Group. Situated in the State of Florida, the logo concept was devised around their motto “Protecting Your World”.

3. A-List Blogging Bootcamps’ Logo Design Process:

This logo was designed by Jacob Cass for the company, A-List Blogging Bootcamps. It is an online business that provides a variety of live courses to educate bloggers.

4. HotBox Studios’ Logo Design Process

HotBox Studios is a media agency situated in southeast England that focused on creative animation and design.

5. DANZK Logo Design Process:

DANZK is an imminent blog that seeks to explore the lifestyle aspect of Denmark, including culture, food, art and design. It intends to educate the Danish customs to locals a well as tourists from abroad.

6. Apple & Eve Logo Design Process:

Here is another creative logo design process explained by Jacob Cass which shows how to make the logo for ‘Apple & Eve’ company.

Large corporations like Nike and McDonalds have a sizable edge over their small business counterparts. This is because they correctly value the importance of corporate logos. Why do we prefer buying shoes with the Swoosh sign and not just any local footwear? Why do we fancy dining at McDonald’s and not at a neighborhood restaurant? It is because these multinational corporations have truly valued their corporate logos for spelling out their brand.  

What you miss for undervaluing your business logo:

Small business owners fail often because they undervalue the significance of a logo design. Considering it as a mere symbol to be used on the company signboard, they overlook the intangible benefits that it has to offer. The lack of brand knowledge and education is what forces an entrepreneur to disregard a corporate logo. But there are certain repercussions for not properly valuing your corporate logo. Here is what you miss for not valuing your logo

• A corporate logo provides a professional and authentic feel to your small business.
• Most people remember more of what they see than what they hear or read. So your logo generates memorability and recollection in the minds of the customers.
• With a corporate logo, your small business will possess the merit of facing the corporate giants.
• Proper branding generates trust and loyalty among your customers.
• It enhances your business existence in the marketplace by acting as a reminder.
• An already established brand identity helps you in expansion of your business to newer domains.

Picking the right corporate logo can take your company to the pinnacle of success while a wrong selection can put you in real trouble. However, there are some definite elements which contribute in making successful corporate logos… so if your logo is comprised of those aspects, your business will never fail.

Always remember that a company logo is unbeaten if it rightly conveys your business nature and builds a strong corporate identity. Let’s have a look at the features of a corporate logo which can help your business flourish and get potential customers to your doorstep.

1. Memorable:

A logo which imprints in the mind of a customer proves to be the best corporate logo. Your logo should be so recognizable that your customer remembers it for years. If you look around you will see so many logos which instantly remind you of the brand it is promoting.  

2. Distinctiveness:

Do you know that all the famous logos of the world are similar in one way…distinctiveness. Have you ever thought how we are able to differenciate betwwen different brands? Their unique logos concepts make them stand apart from their competitors.

3. Long-term style:

So many logo design trends come and go but always remember to follow the long-term style. Corporate logos which are very trendy start looking outdated after some time. A logo should be designed in such a way so that it holds the image of a company forever.   

4. Readability:

An effective and attractive logo is useless if it fails to say anything to its customers. Your company name and tagline on your logo explains a lot about your business. Therefore, try using clean and simple fonts, so your targeted audience easily gets to you.

5. Attractive and Catchy:

A logo must be appealing and catchy for everyone, including general and targeted audience. If your logo fails to attract every human eye then it won’t be able to win any customers for your business.  

6. Simply Elegant:

Many of us think lots of graphical elements and funky colors contribute in making a logo design attractive and catchy. However, we don’t realise that nothing excessive is good. This idea can make your logo too cluttered and take away its elegance. Try to choose simple logo design concepts as they are more professional and effective.

Tools of corporate branding:

A corporate identity is very much established by the marketing and communication strategies of the company. When people get acquainted about your services, they come to you to experience them, thus making your company a better success. You can communicate your brand with following branding tools:

• Corporate Logos
• Business Cards
• Brochures
• Letterheads
• Stationery and Gift Items

Corporate brochures are very influential in communicating your brand as you get to dispense them to a wide variety of people residing in your area of business. Brochures help in describing your company, its specialties and services to the masses, therefore creating awareness of your presence.

Influence of Corporate Logos in brand communication:

When laying out a promotion strategy, you have to make sure that all marketing communication materials have your corporate logo on it. This enhances your credibility as a professional enterprise. You hand out business cards for potential clients for them to remember you and your company, there will be incidents wherein you have to send letters to different companies.

• One reason that small businesses fail is they lack consistency in their communication strategy. Corporate logos are a mark of your Identity and the values that you hold as a corporate entity.
• When you use your corporate logos across all mediums like TV and print media, it gives consistency to the communication plan.
• It aids in generating recognition and recall of your business identity in the minds of the customers.

It gives credibility to your business, as people perceive you as a whole organization even though you might be a single small business owner. Before designing corporate logos, the entire communication mix must be developed so that there is consistency and clarity in the promotion of your business.   ]]> http://blog.corporatelogos.ws/brand-and-corporate-logos/feed http://blog.corporatelogos.ws/reasons-getting-corporate-logos http://blog.corporatelogos.ws/reasons-getting-corporate-logos#comments Wed, 20 Oct 2010 06:03:39 +0000 Michael J. Taylor http://blog.corporatelogos.ws/?p=1886   Picture this scenario. You run your own business in a certain industry but you’re not the only one in the market, are you? Then why should customers favor you over other businesses? This is because you have not shown any signs of differentiation in your business. Distinction can be truly revealed through corporate logos.     Through your logo, you can convince the clients that you are nothing like your competitors have something unique to offer them. Corporate logos demonstrate exactly what your company stands for and portray the business mission and vision in a nutshell. All in all, the entire marketing and promotion of your business is propelled by your logo.  

Reasons to own Corporate Logos:

A corporate logo acts like the face of a company and gives a unique identity to it. Since nearly all the businesses working within an industry have similar services to offer, you require a point of differentiation for your business. There are enormous rewards of effective business logos for a business. Following are 5 reasons that will convince you that owning a corporate logo is essential:

1. Corporate logos help build your business image by generating awareness in the mind of your customers. In other words, they convert your product into a brand.
2. They are a source of recognition and recall for customers. The retention level of customers increase and they easily remember your business.
3. They work as a visual description of what your business intentions are.
4. Company logos have also become a status symbol in the brand world and have the power to generate consumer’s loyalty to your business.
5. Developing unique, eye catching and positive corporate logos ensure long-term success of your business by showing sustainability and reliability.

If you’re thinking of starting a business, do make sure that you own a strong and effective corporate logo.

Business logos designed in the correct way can do wonders for the image building of the business. But a bad business logo can be a disaster to the business as a whole. A logo design is the first image of a company which is viewed by the customers. It is the first impression and as the saying goes…The first impression is the last impression.

However, if a business logo is not able to communicate the desired message of the company to the customers, then it poses a downfall for the company. A bad business logo can confuse them and they might drift aware to another company as competition is fierce in the market. Hence, creating company logos with a purpose is critical for every business.

So What Makes a Bad Logo?

Inappropriate symbols and colors: 

Ever wondered why the London Olympic 2012 logo was a disaster? That is because when it comes to designing corporate logos, appropriate use of colors and symbols is imperative in generating the right response from the target audience. The symbols used in the London 2012 logo designed by Wolff Olins were unsuitable and not according to the needs of the London 2012 brand name.

Too many details and confusion:  

A logo design crowded with too many elements spells trouble for a brand. Small business owners and other businesses cannot afford to create confusion among the minds of their customers as to who they are and what they do. Hence, logo designers must be careful of the risk of using elements imperfectly in corporate logos.

Inconsistent with the company purpose:

Sending irrelevant messages to your customers is the last thing that small business owners can afford to do. Hence a bad business logo includes a logo design with an inconsistent message that is not parallel to the vision and purpose of the company. This is one of the reasons why small business owners fail. It’s because they cannot express their company purpose to their clients.

Unappealing to the customers:

Company logos are useless if they do not have the power and charisma of appealing to the target audience. The major purpose of a logo design is to compel customers to retain your company name and recall at the time of purchase decision. If your business logo is not relevant to your target audience, it will not be appealing to them.