1. Not being yourself - Branding can only succeed with large doses of preparation and strategy. Before picking up a pencil or laptop, ask yourself: Who are you? What are you selling? When (and under what circumstances) is your product/service most useful? Where can your product/service be obtained? Why should prospects choose you over your competition? It’s important to clearly define your company’s personality, everything you’re offering and what sets you apart from your competitors. Building your logo and brand around these answers will result in a much more authentic campaign.
2. Not being consistent – You can’t just create a catchy logo with a tagline and call it a day. Branding should be apparent in everything you do. From marketing materials and website layouts to customer care, if you say you’re the best then you must exemplify it. Branding isn’t something to be tried and traded either. Once you commit, keep to it. Brands like Nike and Coca-Cola have virtually never deviated from their original paths and have consequently garnered tremendous success.
3. Not perfecting the tagline – A tagline should clearly outline your mission, promise and purpose. The 3 to 5 words composing your mantre should make a powerful statement and set a clear expectation of what customers can expect, all in a memorable fashion.
4. Not providing a strong visual – A picture is worth a thousand words. Incorporating a strong visual element that speaks to the spirit of the company will be much more memorable for prospects.
5. Not talking about what you can do for your customers – Branding campaigns should not be built around what you do, but rather what you can do for consumers. Prospects want to know what’s in it for them. If you focus more on talking about yourself, customers will not connect.

To help you sift through your options and achieve the best possible design for your organization, a little preparation before shopping can make all the difference. These 5 questions will help you formulate a thorough vision of what you’re shopping for.

1. Project Objectives:

What is the purpose of the logo project? i.e., stand out from competition, identify a new product, upgrade the company image, etc. Keep in mind a creative approach can be developed around a primary and secondary objective only; no single creative vehicle can accomplish more effectively. If there is a current logo, why is it being refreshed?

2. Target Audience:

Who are your readers/viewers/customers? i.e., age, sex, job titles, social/economic conditions, employment, geographic concentration, etc. Do they already know about your product or service? What motivates them? Why do they want this product?

3. Competition:

Who is your competition? How are you different from them? What do the competitors logos look like? What colors are being used?

4. Distribution:

Are there any production considerations? i.e., needs to work as one color or at very small sizes, etc. How will the logo be reproduced? i.e., offset printing, web, silkscreen, embroidery, embossing, etc

5. Most Important Point:

Most communications leave only one overall impression. Is there something specific the viewer should remember about the company after seeing the logo?

More questions to ask before designing a logo

This isn’t the first time we’ve been wowed by the iconic search engine. Check out some of the beautiful, sometimes quirky, always impressive logos of the past.

Aug 30, 2010: Mary Shelley’s 213th Birthday

 Aug 12, 2010: 71st Anniversary of The Wizard of Oz

 Nov 02, 2010: Day of the Dead

226th birthday of John James Audubon

What’s your favorite Google Logo?

1. A Logo Leaves a Lasting Impression – 40% of people better remember what they see moreso than what they read or hear. By employing a graphic for your company, consumers are much more likely to remember you. If your company’s name is generic or easily forgettable, a well thought out logo can do the leg work in leaving a stronger impression. Furthermore, organizations are given the opportunity to formulate an identity through their branding and have much more control in shaping how they are perceived.
2. A Logo Helps You to Be Unique – We all know the cliche business images used over and over: the lightbulb, people shaking hands, the hands holding the globe, a group of people smiling and looking at a computer…so many organizations utilize the same images and metaphors that they are virtually indistinguishable. Sometimes their websites are so inundated with these generic images and sayings (best in class, core competency, leading provider) that prospects are unsure of what these companies actually do. A logo with a clear and unique articulation can help a company to stand out among its competitors and leave consumers with the feeling that the brand is one-of-a-kind.
3. A Logo Can Tell Your Story – Many consumers are driven by how they relate to the company. If they like the personality or vibe of the organization, they’ll most likely choose that business over any other. A quality logo can tell the story of your company: who you are, what you believe in, where you’re going and where you’ve been. A logo puts a face on the business.

More reasons to invest in a logo

Regardless of template or source, most resumes consist of a heading, objective, education summary, experience summary and list of technical expertise. But check out the immediate impact of these visually stunning resumes.

These resumes teach us that a professional design paired with creativity can really push a company from the middle to the front. In addition to creating a lasting impression, unique and appealing branding can also show off an organization’s company. And anytime a brand can make a prospect laugh or smile, chances are they’ve just earned a client.

View More Unique Resumes

Looking for a few sources of inspiration? The following list demonstrates three examples of famous logos that have successfully updated their look.

1.

Discovery Channel’s new design, which was crafted by Viewpoint Creative in Boston, provides a sleek and updated look with its switch from the Aurora Bold Condensed font to Gotham.  The globe’s connection to the d in discovery completes a very nice overall look.

2.

While MTV’s logo makeover was minimal, the flexibility of the design’s message was increased. By dropping  the ‘music television’ line and transforming the M into a blank canvas, MTV can focus more on the reality aspect of its programming as well as insert channel stars into the design, thereby helping the logo to continually evolve as fast as music does.

3.

It’s hard to ignore this powerhouse coffee shop Starbucks with a franchise on nearly every single corner. The old logo, which features a half nude siren framed by bland colors, was far from memorable. The updated look has ushered in a new era for the caffeine giant with a much more attractive mermaid in the center and an appealing green and black palette that pops.

What are some redesigns you’ve spotted that you’ve either loved or hated?

View 15 Famous and Successful Logo Redesigns

We did so first by studying restaurant concepts as well as unique materials in order to come up with a fresh and appealing overall look for the restaurant. Next we specified tile and paint colors. From there we designed the logo, packaging labels, wall art, and applied vinyl graphics throughout the space. We created all of the marketing materials including posters, brochures, PPT, and business cards. And finally, we worked with the architect to design the digital menu board. When I say we did everything, I mean we did everything! We even designed crew uniforms.

Since then, my team and I have worked with HBF on another concept with Abica Coffee in 2002 and have also enjoyed working with them in the retail space. Through our blood, sweat and tears we have created results of which we are very proud. 

So the next time you have your TV on, if you happen to see Roy Barnes standing in the airport, take a closer look. From the logo to the wall colors and even the digital menu board, our passion lies in the details.

Branding, the process companies use to differentiate themselves and create a memorable presence, can be powerful when developed carefully and thoughtfully. Without a solid strategy, however, branding efforts can instantly be a total flop. The following list provides 5 important tips for successful branding:

1. It’s not always about what you have to say: You may think you have control over your company’s reputation, but thanks to social media, that’s not always true. Sites like Twitter, blogs, and Facebook allow anyone and everyone to talk about you, and usually people are more prone to talk about bad experiences than good ones. Obviously, you can’t control what people are saying, but with careful monitoring and sincerity, you can use customer conversations to your advantage. Take this opportunity to show you care, ask them how you can improve, learn from your mistakes, and prove to everyone that you are dedicated to providing only the best products and services to your customers.
2. Do you: Focus on your strongest qualities and use those traits as your branding foundation. If you’re funny, find humorous ways to build brand awareness. If you’re an established expert in your field, emphasize the legacy aspect of your reputation.  The more genuine you are, the easier it will be to remain consistent. Not only that, but you’ll gain authenticity as well.
3. Know who you’re talking to: In order to accomodate your customers, you need to know who they are and what they’re looking for. The better informed you are, the better you can whittle down your messsage to truly speak to your audience. And the more satisfied your customer, the nicer they’ll be when speaking about you.
4. Be the whole package: In addition to saying the right things, it’s also important to look sharp. A well executed website, impressive logo, and designed collateral to boot will pull it all together. Branding is sort of like a job interview. You can be the smartest candidate in the world, but if you show up dressed like the Dude from the Big Lebowski, chances are you won’t get the job regardless of your answers.
5. Unbrand yourself – I recently came across a smart article by Dan Schawbel that focused on the ways in which branding can take away from your originality. If you’re building your strategy upon current trends or regurgitating what has already been said, you’re shaping yourself to be like everyone else. Once again, do you and focus on what makes your message unique. Don’t build such a complex identity that you’re restricted by it. The less formal and calculated you are, the better.

The history of the famous Coca-Cola image begins in 1887 when the company’s bookkeeper, Frank Mason Robinson, selected a trendy and distinctive script for the beverage’s logo. The typeface, which is referred to as Spencerian Script, was introduced in the 19th century and quickly became the most popular style of formal handwriting during that time. The red and white color scheme was viewed as youthful and was intended to lure young minds.

Though the logo has undergone slight changes throughout the years (tiny tweaks of the script, an added wave beneath the letters, script placed within a shape, etc.), it has mostly remained consistent over the span of 3 centuries. That’s quite a bragging right and shows a stability that its largest competitor Pepsi has not yet achieved. For comparison’s sake, let’s take a quick look at Brand New’s chart documenting the evolution of both designs:

 As you can see, Coca-Cola’s overall look is much more consistent than Pepsi’s ever changing identity. So what exactly makes this logo so loveable? For one, the color is bold yet cheerful. Two, the letters flow in an appealing way. Three, the overall look is distinctive as no other logo looks like Coca-Cola. And when your brand is recognizable in over 200 different countries, you know you’re doing something right!

In sum, there’s something to be said about maintaining a stable identity for one’s brand. While the idea of revolutionizing your company by constantly re-inventing itself sounds great, it might not build the strong customer connection that brands like Coca-Cola have achieved. When branding your company, take the time to develop a solid and timeless image that can grow with your company.

What are your thoughts on the Coca-Cola logo?