As a small business owner, and user of social media, you’ve come across articles where a major corporation is unveiling their new logo to the world. They do it in hopes to gather interest and excitement. One great example of a successful launch was last year’s Starbucks rebranding. I wouldn’t even really call it a rebranding as much as a facelift.
They chipped away the unnecessary elements and kept the absolute essence of the brand. Needless to say, fans and the design community gave Starbucks an enthusiastic thumbs up. The Gap, on the other hand, went through a very public humiliation when they unveiled their new logo. After a brutal social media lashing from fans and designers, they decided to stick to the old mark, which fans of their retail stores had become emotionally attached to (more on that later). And that leads me into what a logo is.
What is a Logo?
Common definitions will say that a logo is a mark or symbol used by a company or organization to promote instant recognition. But I always say that a logo serves to make a company or organization instantly memorable. Furthermore, it is an integral part of an overall marketing strategy. It’s not how you want the logo to look, it’s how do you want your company to be perceived?
Why do you need a logo?
Why invest in a logo for your small business or entrepreneurial efforts? Well, we know now that a logo is an important part of an overall strategy designed to make your company instantly memorable. However, the reason why it’s so important is because it’s the first step towards brand recognition or what I call a brand relationship. With brand relationship, fans of your product will establish an emotional connection with your brand. That’s why you buy Crest over Colgate or Nike over Adidas. That’s why you refer to tissue as Kleenex or adhesive strips as band-aids. That’s why people go nuts when the Gap tries to fix a logo that isn’t broken. When designing a logo, you’re beginning the journey to that goal.
Is Branding an Expense or an Investment?
This is a quick overview on the topic of brand identity design, but it’s an important start. Now, I know what you’re thinking. “You said it Dennis, I’m a small business, I can’t afford to spend that kind of money”. The truth is you can’t afford to operate as any kind of business without an effective and memorable logo. Your brand is not an expense, it’s an investment; an investment in yourself and your dream. Because when you don’t brand yourself, others will, and you won’t like it. Set yourself apart.
Dennis Salvatier is an award-winning logo designer and blogger. He assists small and large businesses in finding their identity and firmly believes that logo design doesn’t have to cost thousands of dollars, it just has to look like it did. You can learn more about Dennis at Salvatier Studios or read his blog, the Tanoshiboy Chronicles.