As I’m sipping my last glass of sangria and the sun is slipping behind the trees at the end of the garden…
I can easily describe the golden warmth and brightness of the sun and the clear blue azure sky. It evokes relaxed calm feelings not dissimilar to how a cat, that wakes and stretches after napping under the tree, radiates the luxurious quality of life!
How would you describe your afternoon’s surroundings, what images would you use ?
What feelings are evoked if I describe a cold crisp morning with the frost still on the windows….?
Evoking images is the purpose of a Logo.
When you designed your logo what images did you want to evoke for your business?
Images create associations and help remind the audience of the product or service which is being advertised. Your logo is your first advertising opportunity, it needs to be easily recognised and remembered.
Did you know what images you wanted to evoke with your logo when it was designed?
Did you ask for other peoples opinions who knew your business?
Does your logo do what you want it to?
Logos are very personal but they should fulfil the purpose and create a rational link and trademark.
Has your business outgrown your logo or has your company business changed from its original direction?
If it has, and you are not as happy as you originally were, you can make small changes to your logo and no one will really notice but it may put it back on track and the subtlety will make a difference. For example changing the colour or changing the typeface to a more modern font, or you can change the image if other elements stay the same.
Your brand – if strong enough – can be developed and tweaked without losing impact or recognition. Its only when you look back over the years to famous logos that you see the evolution for good or bad. It is also interesting to see how the changes affected business or if the logos reverted back when the changes didn’t quite hit home.
‘Starbucks’ successfully simplified their logo, and no one really noticed…
Surprisingly public opinion can make a difference to even the big brands if they change something and their customers don’t like it! Click here to read about the Ikea logo in 2009.
‘Shell’ is a brilliant example of logo evolution…
So, look at your logo, what does it evoke, do you want to change it?
Imagine how that could help your image, your brand and so your sales…….