Your logo has approximately 2 seconds to communicate who your company is, what is does, and how it does it. Of course, associated marketing also plays a part in this, but if you are a small company without a marketing budget as such, your logo needs to stand head and shoulders above the rest.
This doesn’t need to be communicated in a clunky way, and can in fact take on an elegant simplicity all of its own.
The common misconception is that you want a logo that is beyond simple because the most successful brands out there are just that; Orange: an orange box, Nike: a tick, Apple: an apple. None of these icons seem to have any direct relation to their industry, but what you have to understand is that these have not only developed countless times from their original concept, but also come along with multi-million pound marketing budgets. The marketing puts the Brand and the Industry side-by-side, seamlessly forcing you to associate the mark with the industry until it becomes a natural relationship in your mind. All of these logos have also had to develop with the times, small tweaks here and there keep the brand consistently up to date, so can be a far cry away from their original counterparts.
We work with many businesses, both large and small, and when there is a start up business or a refreshment of branding where the previous branding has been unsuccessful or a bit tired, we always try and suggest a visual link with the service or product the company is highlighting.
There are many ways to go about this, and each can be striking in it’s own right. The super simplification can often come later, either once the brand has been established and just needs a little refreshment or for a future relaunch. For example, we designed the logo for Esteem Catering Services, and below you can see some of the initial concepts in the interim stages; each very different, but each relating 100% to their industry.
We can offer many examples of successful logos we have designed that speak of an industry, a place, or a service; Lighting shop Seagraves & Dixon, Opt4 Community Energy, Fit to Print, to name but a few.
A logo needs to speak of something: where you are, what you offer, who you are, but preferably all of these things whilst looking generally lovely. So before you decide to embark on a logo, make sure you know what you want to say. Steer clear of the temptation to veer away from a link to your industry, location or service because you want to run before you can walk – unless, of course, you have your marvellous marketing budget at hand!