Some of you may ask – why is a video marketing dude telling me about logos? That is actually a good question. However, I’ve been involved in a lot of the creation of logos, because this is a part of video marketing. Being a marketing consultant, I have been involved in the creation of some logos. Unfortunately, not a lot of people understand what makes a great logo.
I’ve also purchased a lot of logos through the years as I get involved in a lot of businesses, and I’ve made the same mistakes as other people do. I spent time thinking and looking at the wrong things. Sadly, the tendency here is not to think “I may have gone the wrong path,” but instead, “My marketing is not working.”
After a while, it took me to realise that I have done something wrong with logos, and that I need some help. Thankfully I have someone who’s an expert in design.
Jessica Garlic, my wife, has a lot of experience with design. She has a Master’s in 3D Design Animation from New York University and has done a lot of work for a lot of known studios including Nickelodeon and Disney. Her work has allowed her to give me tremendous input and resources when it comes to design and design issues. So here are some things we have to get in mind when creating a logo.
Why choose a Great Logo?
When we make and design logos for clients, we normally see a lot of mistakes – not just from our standpoint, but from the client’s view as well. This is especially when it comes to certain aspects of design. But this normally stems from how we understand the importance of logos.
Why do some companies spend a ton of money on creating logos? It may be more important not to look at the creation in itself, but the essence of creating one.
Logos help you stand out from competition and let people know who you are. You want someone to remember your business, remember your logo, and build a brand around it.
Logos are especially helpful in creating brands, especially in small businesses.
Logos are also great when it comes to triggering emotion. This is why people sometimes say, “I want my logo to say strength, to sizzle,” or “to mean security.”
What are examples of Great Logos?
Some iconic logos include the Disney logo. As someone based in Orlando, we can immediately see the influence of the popular company. The mouse logo is perhaps one of the most popular and recognised logos in the world. It’s just three circles, yet it conveys such a powerful symbol.
Another iconic logo is the Olympics, composed of its rings. If you see the Olympics logo, you immediately know what it means and what it represents. It immediately conveys the emotions associated to the event – as in the Olympics – that occurs every four years. Billions and billions of dollars come into the logo.
The truth behind Great Logos
Here’s the truth about logo design: most businesses spend way too much time on a logo, and time is money. It doesn’t matter how much you exactly spend on the logo, but the time some businesses allot to logo design can already mean a lot.
Some businesses may be “trapped” in a phase because they can’t think about their logo that people may not even remember. Almost no one will remember your logo unless you’re a huge corporation. A designer may show you multiple versions of a logo and you may have a hard time choosing the right one for the business.
Unfortunately, clients will not be able to remember your business right now. They have so much coming into you, as a business, and into them, as customers, for them to spend time remembering the logo. Unless you’re spending millions upon millions of dollars on your company and logo, they won’t “just” as easily remember it.
Of course, there should be branding in your logo, but you should first accept the reality that people won’t get to remember your logo immediately.
Remember this: Branding is for cattle, people buy stories. So how do you make a great logo? Focus exactly on that: the stories.
Tie a Story to your Logo
Unfortunately, people tend to concentrate on the specifics of the design because it’s easier to discuss: what colors should we use, what kind of image should we get, but it’s the stories that really matter. People will start building an image around your logo in their brain adn bring out the emotion they need.
People remember stories, and stories trigger emotion.
Why is the association with the story so important and why aren’t we doing it? This is because we more or less don’t collect enough stories. We have to have a ton of stories to use around our brand, because different stories are going to trigger different feelings to other people.
For instance, Netflix’s whole arsenal of shows is almost overwhelming, but they have different stories for different people. Supporters of Netflix like this system because they need to hear different stories at different times. We need to apply this philosophy when we create logo.
If you want to learn more about getting these stories right, download our Free Case Study Planning Checklist.