October 25, 2008
1. SPEAK CLEARLY
Just as an actor is valued by how they deliver their lines, your logo speaks too. When potential customers see your new brand they should get a glimpse at your worldview. Logos are more then a name: they establish the flavor of the company. Does your company speak like a Brad Pitt or a Steve Buscemi?
2. ENGAGE EMOTION
People are addicted to stories. Frame your logo in a way that shares a bit of who and what you are. Walk them through the parts that make this business unique. Excite new customers before you’ve even said a word.
3. CHALLENGE YOUR COMPETITION
If your competition uses black, you should use white. If they position themselves as a global leader, then you should be the neighborhood helper. If they preach, you should listen. When the contrast between companies is clear then they have to really think to make a decision.
4. THINK IN SILHOUETTES
Would your logo be recognizable in silhouette? The best logos are. The more we depend on make-up instead of relying on form, the more lipstick we put on our pig.
5. THINK TEN YEARS OUT
Change happens quickly. Owning an outdated brand can be a big burden for a small business. Accept that building a brand is a long journey made better by ignoring current business design trends.
BONUS RULE: FEAR KILLS GOOD IDEAS
The shortest path to a safe logo is caving into fear. Safe doesn’t inspire or lead. It lets others know immediately you didn’t have the guts to be yourself.