Like/Dislike…
A business logo, like any other business activity, must be focused on solving specific business challenges. Whether you like it or not is secondary in the logo design, largely because tastes vary widely and it’s impossible to create a design that suits every type of customer. However, there is a strong argument in favor of liking the logo: when owners like their logo, they are more engaged in their business because a logo is like a woman—it can look stunning and ignite hearts, or it can be simple, but what matters is that its outward appearance conceals a strong core filled with meaning.
What objectives should a logo fulfill?
When creating a logo for your company, it’s crucial to spend time considering the logo’s objectives.
“Or maybe it doesn’t need to achieve anything” like Apple…
Is it essential for the logo to fulfill specific tasks? Perhaps it’s better to let creativity flow and focus primarily on what follows the logo? Perhaps, after years in marketing, the only clear lesson is that there are no fixed rules. And just when the market seems to suggest clear guidelines, a revolutionary company emerges to break them all. But let’s consider the logo creation process as if some rules do exist. Here are five potential objectives for a logo:
- Differentiate us from competitors
- Attract attention
- Be memorable
- Associate with the service or product
- Reflect the atmosphere of the services, product, market, and cultural features, and contemporary trends
Is it essential for every business to adhere to all these objectives?
No, much depends on the business niche, competitors, and the team handling the business.
What should you fear?
Business decisions are usually accompanied by caution. Hence, I have identified several points that I’ve noticed negatively impact business owners’ decisions about creating logos, which are exactly the thoughts to avoid:
- Not standing out
- Blending into accepted norms
- Not considering the most daring ideas in the initial brainstorming
- The simplicity or complexity depending on the concept
- Not allocating resources—time and money—for logo development.
With increasing competition and the ease of brand creation using various tools like artificial intelligence and other accessible branding tools online, the challenges facing logos are becoming increasingly complex. However, if you look at reality where you might have a small to medium-sized business in a specific niche and location, the situation isn’t as dire—usually, 1-2 companies stand out by effectively working with their brand, which can be surpassed with professional, creative thinking, and a strong desire, not to mention the many others who do not pay enough attention to their brand.
One approach is to fulfill half of the logo’s tasks while deliberately not accomplishing the other half, utilizing a “revolutionary” approach. For example, “Old Spice” in the U.S., known initially for men’s fragrances and shaving products, radically changed its marketing approach in 2010 by launching the “The Man Your Man Could Smell Like” ad campaign. This campaign, filled with absurd humor, unexpected transitions, and creative visual effects, stood out from the typically serious tone of men’s personal care product ads. “Old Spice” reimagined traditional masculinity notions and engaged a younger consumer demographic with its unique and innovative approach. Actor Isaiah Mustafa’s use in the ads became a hallmark of the brand. This campaign not only boosted “Old Spice” sales but also influenced the entire advertising industry, showing that even in a traditional category such as personal hygiene products, creativity can break the mold.
Tesla is another example, with its new pickup truck that completely breaks from the design norms accepted on Earth. Furthermore, the new Cybertruck lacks any visible Tesla logo.
Risks of a revolutionary approach!
But as with any revolutionary endeavor, there are significant potential benefits as well as great risks. Imagine creating a logo that stands out from accepted norms but isn’t embraced by consumers. Even if the product or service is good, the initial negative impression could undermine all your efforts in building your product team. Therefore, before adopting such an approach, be prepared that the stakes are much higher than with a traditional “good student” approach where everything is done methodically and thoughtfully.
Navigating the Ever-Changing Reality of Business.
When we talk about logos or any business activity, it’s actually about the reality around us constantly changing at an increasing speed. Thus, any “rules” written today for specific business elements become outdated the moment they are conceived. It is important to remember this. It is much more important to be able to recognize reality, including the business reality in your niche and time, and to act accordingly to that reality. Although I try to establish general rules, they are really no more than business-entertainment literature that relates to a particular element of reality at a specific time.
The Maturation of a Good Logo.
In my experience, a good logo matures in 1-2 weeks because ideas need time to settle. Often, it’s necessary to discuss and consider adjustments. Thus, during this time, a quality logo can be crafted. In my opinion, it’s better not to rush in this matter because a logo is a representation of a brand. After printing and placement on various platforms, it becomes very difficult to change the logo. Moreover, the logo needs to be checked for self-identity. It happens that you might create a logo that resembles a competitor’s, even without realizing that it’s similar to the competitor’s logo. Therefore, before finalizing, it’s crucial to thoroughly familiarize yourself with at least the competitors in your industry.
Starting the logo design process?
Brainstorming is essential—allow any and all ideas that come to mind. Do not immediately dismiss any controversial ideas at this stage.
Trust Lemurca in creating your logo!
Our team has experience creating logos across various niches, and we truly enjoy this process. Whether you choose us or not, let your logo become the new star in the business sky.
Thank you