Business, big and small is, of course, the life blood of our nation's economy. Entrepreneurs are the real risk takers: the thought of being able to start your own business and be your own boss is a dream come true for many. That said, one common need for all business' from Home Depot to UPS and even that small town Lawn service company is the need for some type of brand / image that can be readily noticed by potential customers. The logo is that image, that "look", that brand which catches the potential customer's eye so that when a certain need arises, the recall of said company will be done with ease. For some, "letters" spelling out the company name suffice nicely, but even letters need to be properly arranged and structured so as to fit the personality of the business. Such iconic business' like "Home Depot", "Amazon", "Google" and "Coca-Cola" lean more towards recognizable letter arrangement with a modicum of design but are easily identified. In contrast, some companies / business entities utilize artistic flair, unique graphic elements or mascots to capture recognition. I cite "McDonalds", "UPS", "Starbucks" as well as every college and professional sports team across the fruited plain to fit in such a category. Of course, there is much more to the world of logo design than mentioned here but a properly designed logo can make for great notoriety while also giving the owner a sense of pride. Here are just a few quick points that may help you decide on a company name/logo or even to revise a look to give a business a fresh start; 1.)Decide specifically just what it is that your company specializes in ; what is your strong suit and what do you want your name or image to convey. The average time span is probably somewhere between five to eight seconds when viewing a billboard or fleet vehicle so visual impact for your business is crucial. Your company name and brand should say who you are and be easy to recall. If I am in an town new to me and need a quick lunch, I start looking for that big , red cursive "C" with the stylish chicken crest and beak: Chick fil a is always packed and their logo says it all. 2.) Who is your target audience? Is your target audience the teen to college crowd? Is it strictly millenials? Maybe you are targeting the parents of that younger group along with the working adults of the day? Perhaps your sought after customer base is of the retiree age or maybe your product / services appeals to those across a broad spectrum and encompasses every age. So just what is on your banner to turn heads your way? The NFL has in recent years purposely widened its customer base from adult men to that of women and younger kids : their shield has been slightly modified and expanded to include the "NFL Play 60" icon. (Their traditional NFL shield is on just about every piece of apparel sold and is simple but bold). Clients identify with icons and imagery. Different products and services call for different looks which identify with the desired customer group. Just ask Nike about their "Swoosh" and how Michael Jordan helped propel their brand to the top decades ago. There is a reason that an "Aerosmith" or "Van Halen" logo looks markedly different from a "Piedmont HealthCare" or "DenSureFit" denture cream logo. Something is needed on these groups' marquee if folks are to know where and when to find the "product" since it is dollars and cents that keep these afloat( and non-profit business' are not exempt from this need). Every smart thinking company is striving to convey their style or "brand" to someone somewhere before some other business beats them to the punch. 3.) When it comes to logos, less can be more. You want your logo to say what you are and what you do. This point works somewhat closely to point two but I am merely emphasizing that while some logos can be true works of beauty and art, it is okay to keep it clean, simple and direct. You can think outside the box and still have a logo that is unique. Although this might be a stretch as an example, Marvel Comics/ Disney is doing billions at the box office and the Captain America shield logo is an easily recognizable and popular icon ( I see a lot of Captain America T shirts with that circular strip and star). Richard Petty was known for his Petty Blue and #43 but it was that simple 'STP within a red circle that everyone associated with "King"Richard. Your logo/name is a first stop at advertising and should be clean, concise and easy to determine. Below I have some sample logo work which we have completed over the years . We start by listening to the client, sketching a number of ideas, zeroing in on what they like and completing their look with a polished piece that can be used wherever they need ( T shirt, Banner, web site ,etc...) Finally, the bottom piece shows just a very few of the directions a logo can go- strong visual lines from custom art to bold letters with simple imagery. If you or your business is in need of a logo design or if you need your image revamped, give us a call at Workhorse Art. We will be glad to help, give ideas and work within your budget. Just email us at info@artbygvjones.com or call directly to 404 406 3084. |
AuthorGerald Jones Archives
January 2024
Categories |