Logo Design
rope 'em in!
Over time, brands get tired and listless.
In the same way that one trades in a car for a better, newer model every few years, so there exists a need for the occasional revamping of one’s logo. This has everything to do with the need to stay relevant and about putting a fresh face out into the market. Perceptions are all-important and ultimately dictate how your target market(s) see your brand. Logo design is, by its nature, subjective. So whether you’re in need of a logo for a new company, product or service or are in the market for a simple logo refresh, there’s a need for as clear a brief as possible. When briefing your agency, point out what you like, and don’t like, in a logo. Whilst some may love intricate designs, beautiful typography or the colour purple, you may prefer a design from the 1940’s. Alternatively, you may want the simplicity of a Woolworths logo or some type of family crest, in which case, let your design agency know. By allowing an advertising agency or graphic designer into your head and ascertaining the type of logo you’d like to see, it makes the process that much easier – so that instead of logo design taking months, it could takes weeks or, all being well, days. Clearly though, logo design is not an exact science and by working together, the client and agency will get to that “Eureka moment” sooner rather than later. Once a logo option is decided upon, thought needs to be given to an accompanying pay-off line or positioning statement; typically, this is wording that is either descriptive or positions your product or service in the market. Generally, the shorter the pay-off line, the more memorable it becomes. (Nike’s “Just do it” being a good example). Lengthy pay-off lines, like “Leading the way in Occupational Health and Safety whilst seeing to the ongoing and ever-changing needs of our stakeholders” whilst perhaps pleasing to a company’s management or Board of Directors, will likely lead to a glazed look across the faces of 99% of South Africa’s population. And on the subject of pay-off lines: anything along the lines of "Simply the best" seriously ought to be shown the door. (It’s as boring as heck and seriously overdone). Pay-off lines or positioning statements are extremely important and need to be carefully thought through. As importantly, they need to be bought into by management and staff before being taken into to the public domain. So if coming up with a positioning is something that you’d ordinarily give to a PA to do to keep her awake, please don’t. (If you need my help, I’d be happy to oblige). I work with a corporate identity specialist who can take you from where you are to where you need to be. Yes, she’s that good. In the meantime, here are a selection of logos we’ve produced in the past and which will hopefully give you an idea of our logo design work.
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If you'd like me to contact you about your logo requirements, please call me |
