draw people in with intelligent logo design
Show people what you do Illustrate a feature of your business. What exactly do you do? List everything that you do and bring it along to show your designer. You can then discuss in detail those aspects you feel strongly about and which ones could be contenders for incorporating into your logo design. It’s important to note however, that the final logo design should only ever try to convey one aspect. If you try to communicate more than one then the overall message will become weak and confused. The logo opposite was designed for a private detective firm called Alpha Investigations. It can take a few seconds for the penny to drop but when it does it reveals a very economical illustration. Great ideas have legs and this one was no exception. We placed it on a postcard with a clear varnish finger print in the centre of the eye piece and we even gave our client a hole punch so he could punch a hole through the logo before handing the card over to his prospect. A fantastic way to be remembered.
Work together Use your designer as a sounding board when thinking about which aspects of your business to illustrate. They will be experienced in what features will come across with the most strength and simplicity in a logo. Client Alpha Ivestigations Business Private Detective
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Examine the competition You need to know what you’re up against.
1 colour = simple, effective and strong stand-out. The ‘>’ above the ‘t’ tells us something about the brand, such as they move forward or that they are ‘greater than’ others. 2 colour = simple, effective and strong stand-out. The way that the two letters are almost ‘interlocked’ gives a sense of continuity or development.
It’s no good investing time and expense in designing a great logo if it doesn’t stand up to the competition.
2 colour = simple, effective and strong stand-out. Simple message here: ‘We make successful PEOPLE’.
Make a list of your direct and indirect competitors to give to your designer. You can point out your main, secondary and tertiary competitors. You should also think about their strengths and their weaknesses, what areas do they excel in and which ones do they fall short? This simple analysis can reaveal new perspectives which your designer can take advantage of to produce an effective logo. Then your designer should examine the visual elements of the competitor’s logos. What messages do they convey? How are they constructed? This will serve to avoid similarities in the final design when compared to the competition. It also helps to ensure that your finished logo will stand out from all the other challegers in your market.
Stand out The findings from our competitor analyses often show a lack of competitor logos communicating features or benefits of what they do. This is why we always try to illustrate one of those aspects in our client’s logos It is an effective way to raise their logo over and above their competitors and ensure that it is remembered by their customers.
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Client McLaren Solutions Business Provider of online HR resources who help their clients increasse productivity
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Wit Wit can win a place in your customer’s memory. With care, the use of wit in a logo can help people to remember the design. This is simply because it can stop people in their tracks, get under their radar, step quietly into their minds and produce a smile. This is an effective way to engage consumers. They see something, almost look away then look at it again because there is something there which grabs their curiosity. And when the penny drops and they understand what they are looking at they feel rewarded - they’ve got the idea, they’ve worked it out. All in all wit and the communication of an idea in this way can help people to sympathise with your brand. They are then a lot more likely to stop and listen to what you have to say.
Engage your customer The power of a good idea in logo design is that it produces an effective tool to engage your customers. It engages them by encouraging them to spend a little more time looking at your brand and trying to figure something out.
Client Magical You Business Life Coaching service aimed at affluent women
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Communicate a benefit What is the end benefit your customer receives after using your product or service? Think beyond what you do to what your customer gets. What’s in it for them? This is a very strong device to use in your logo design because it by-passes the practical considerations and taps directly into your customer’s emotions. Volvo don’t sell cars, they sell peace of mind to saftey conscience parents. Apple don’t sell computers, they sell intuitive technology experiences. Our client Create, is a smal,l independent building company. And as with the examples mentioned above, he doesn’t sell building services, he sells happiness. He sells that smile on his customer’s face when they see the result of what he has created for them.
Communicate benefits It’s worth bearing in mind that many people fall into the trap of continually communicating features, and ignore the benefits. This is because, while it is fairly straightforward to list your features (what you do), it can be difficult to get at the true benefits you give to your customer. But don’t worry, just talk to your customers and then to your designer. You will soon identify a key benefit to communicate to your audience. Client Create Business Builder
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Counter negative perceptions What fears do your customers have and how can you reassure them? Are there any concerns your customers have about your industry? Think about when you are buying a used car and that fear of getting ripped off, or if you’re thinking about buying a laptop and worrying about how reliable it is. Imagine what goes through somebody’s mind when they’re buying a plane ticket and they’re scared of flying? If you can reassure people, especially if your competitors are not reassuring them, then potential customers will choose you over your competition. For example, chiropody has many negative connotations: smelly feet, verrucas, warts, I think I’ll stop there, you get the idea. So when Hannah Macleod came along it was a simple creative play on her name that gave us the perfect counter image of a light and fluffy foot. Combined with rounded corners and a calming colour pallet it serrved to allay people’s tootsie fears.
Counter negative perceptions Remember to inform your designer about any fears your potential customers may have about your product or service. These fears, when confronted and answered with a strong reassurance, can be the tipping point of your customer choosing you and not your competitor.
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Client Hannah Macleod Business Chiropodist
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Thank you I hope that this document serves you well in your logo design endeavours. get in touch If you have any questions or would like to get in touch to discuss any of the points raised in this presentation then please contact: Graham Foster +44 (0) 20 8242 6051 graham@wearedrawnin.com
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about drawn in We are a multi-disciplined branding agency based in Bournemouth. Founded by Graham Foster in 2007 it has grown steadily and is now working with clients all over the world. Graham has been creating and developing brand identities for over a decade. He has worked with brands including Tommy Hilfiger, Islington Council, Lloydstsb, YouGov and BP.
why us? We develop effective and successful brands. Our expertise lies in the ability to see each project from many angles, and then develop creative solutions for each angle. This means our clients can choose what they feel to be the right solution for them. Our clients stay in control and we guide with our unparalleled expertise. We know the importance of keeping our clients happy.
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drawn in by logo design