I am frequently asked to help an organization or entrepreneur create or update a logo. Some gigs are paid, and many are for a free consultation.
Based on years of experience and repeated patterns, here are some quick thoughts:
1. A logo is important, but it isn't that important: Having a stellar product and world-class service is far more critical. I have worked with numerous executives who fret more over the shades of blue for their logo than how they deliver their service and ensure their products do what they say they will do. Frankly, tweaking colors and designing a logo is more fun and easier than building a global supply chain or executing superior customer service.
2. Think small and impactful: A logo is a tool for quickly providing a recognizable symbol of your organization—it's even more important as consumers are spending more and more time looking at small screens. Logos no longer enjoy the mass of a box or a bag—now, they need to make an impact that works for Instagram and Twitter. Think small and impactful—you are now competing for attention on a crowded smartphone screen.
3. The Eiffel Tower test: Remember, when the tower was unveiled in 1889, nobody liked it, and experts criticized it as a blight on the Paris sky. Now, years later, it is iconic, instantly recognized, and a symbol of a nation. So think long-term and don't listen to experts—your logo isn't for them.
4. Your name and the associated letters are mighty: Beyond a logo or brand stamp is your name. And your name is your name. You own it. Take advantage of it. Embrace it. Repeat it. Use it.
5. Keep it simple: You are not some avant-garde artist. Keep your logo simple and remember what matters = a stellar product and world-class service matter more and deserve more of your attention and energy.
Enjoy the ride + plan accordingly.
-Marc
Thoughts on logo and branding
