“Logo design” this concept has become overgrown with a large number of myths, with them there are certain errors among users and entrepreneurs, its role is minimized / exaggerated and much more. In this article we will list the most common myths and try to figure out where it’s true, and where lies.
1) The logo is just one of the elements of the company, it is not worth spending a lot of time on it.
This misconception is built on the underestimation of the logo as one of the key symbols, the “face” of the company, according to which both the client base and the counterparties will judge the enterprise as a whole. According to some, the role of the logo is nothing more than a picture that needs to be placed in the Internet space using the “no worse than others” method. But this is fundamentally wrong, because it is a very important tool with which you can achieve additional attraction of attention for the company, its products / services, especially if the latter are high-quality and well advertised. It is necessary to understand that the logo increases the general recognition of the company and it is wrong to underestimate its role to, conditionally, the image.
2) The company's success is inextricably linked with high-quality logo design.
The reverse situation, when such hopes are placed on the logo as a universal remedy in the competitive race of companies, is such a guarantee of success. Design is certainly important, but it is dangerous to hope only for it - in the short term it will attract a lot of target audience, but can the company “keep the bar” and provide a high-quality and successful product? That is why it is necessary to consider the logo in a complex and evenly distribute the forces for the development of each of the company's elements, make it informative and fairly original, and then success will be accurate.
3) The logo should look "expensive-rich"
Striving for perfection is a praiseworthy and correct impulse, because it is only in the dynamics and search for the best that we develop. Another question is, is it really necessary for this company to invest a lot of financial resources in the logo right now, and does the company’s image and product match this logo? Here the same principle works as in the product as the ratio of price and quality, and you need to find the golden mean for maximum benefit to your business. Plus, for starting an enterprise, serious investments in development will not be the optimal solution.
In 1971, student Carolyn Davidson developed a $ 35 logo for an unknown company to anyone else, and this was Nike - I believe that a great example of how a simple and concise logo becomes a success. If you wish, of course, you can also find expensive logos, such as those of Pepsi - for $ 1 million, but the main message is the reasonable cost of the logo for you personally. Remember that the logo should be first and foremost neat and quality.
4) The logo should always be in trend.
As in fashion, when following trends you need to remember that they come and go. It is necessary, of course, to follow popular trends for, for example, this year, but to analyze it in the context of your business logo. Sometimes it is possible and necessary to go in the direction of trends, and sometimes it is worth refraining, having waited for a more suitable moment for redesign.
5) The logo should always contain a hidden message to the audience.
Hidden message is an interesting and original solution, but that does not mean that it is necessary everywhere. For example, do you already have several competing companies in your niche with such design, and will you follow in their footsteps? Or specifically, your logo is already so overloaded with other effects that it will already have a negative effect on the image? Of course, this is an interesting solution, but it is not always a panacea - there are many ways to highlight your logo in addition to this, so you should not erect a hidden message as a kind of reference for any logo.
6) The logo should immediately be clear scope of the company
As some go to extremes in hidden messages, others literally perceive the message “clearly and clearly”. It is here, literally, about the image of products in the logo for the grocery store, or electronics for the home appliance store. If each company follows this cliché, will your business be able to stand out against their background? Perhaps not, because it is boring. Therefore, it is not such a rule that the image of the logo should clearly show its direction, many well-known brands generally have non-obvious logo for their niche - Starbucks has a general image of a mermaid on the logo.
7) If the company logo liked the logo, the target audience will also like it
To perceive the collective as a target audience is not correct, because they are stakeholders and know more about business than the ordinary citizen. That is why it is worth doing a comprehensive analysis: for whom the product / service is intended, in which price segment the product will be located, in what geolocation and much more, and then make a decision on the compliance / non-compliance of the logo. Now for these purposes there are many tools, so you need to carefully weigh and select the logo.
See also: Mistakes when creating logos .
Findings:
In fact, many of the misconceptions presented are an extreme variant, but somehow or other such thoughts arise in the minds of many newcomers. No need to underestimate and overestimate the logo, blindly follow fashion trends and large corporations, and make logo cliches - be prudent. And remember that the role of the logo is one of the rather important ones, so do not hesitate to contact the specialists to develop a truly high-quality and harmonious logo, for example, to us - in “ Profitmark ”.
