Dennis A. Kleidon President & CEO The Kleidon Companies
DEVELOPING A LOGO & TRADEMARK Much more than graphics, a new logo begins with your identity Are there some days you would like to throw off your old identity and assume a new one? Organizations, companies, products and services can and sometimes must assume a new identity. It’s called re-branding, and it’s one of several reasons groups concern themselves with developing new logos. They also need new identities/logos when introducing new products or services or creating new events. At the core of these efforts is logo development or redevelopment.
It’s the thought that counts The steps listed below describe the creative process we use at Kleidon for logo development. These steps can be done more or less thoroughly. For example, a logo for a one-time event might be developed quickly, while a logo for the company itself should be done much more carefully.
One: Know thyself. Logos that are meant to last begin with in-depth conversations about Goals: What you want to achieve with the company or product Target: Who you sell to Price: The current and desired price positioning Personality: The company and/or product’s tone, attitude or spirit Meaning: History or symbols connected with the company or product category Equity: Customer or client recognition of the logo and the reputation it suggests
Two: Try these criteria. Logos are used wherever the company or product name appears, and successful ones are very important. Here are the standards good logos meet: A. Attractive. This is not a frill, but a logo’s single most important attribute. Attractive logos draw more eyes, make customers desirous of buying them and employees proud to wear them. They also save you money by staying in fashion longer. B. Easy to use. Try out the logo in a wide variety of applications that require large and small versions, right-reading and reversed, tall and wide spaces. Will you need it in black & white as well as full color? Will you need an animated logo build? If so, it should be planned from the beginning. C. Properly positioned. A logo that ‘looks cheap’ won’t support a high-priced product, while one that suggests luxury will dampen sales of a discount-priced product.