I was with a small bank client who spent over a great deal of money and several weeks developing theirs. Once announced, and to their dismay, a larger bank introduced their new logo. Guess what? They both used the same colors. Ouch.
While you can’t avoid scenarios like this one, you can alleviate some of the frustration when creating or refreshing your logo. Here are a few tips:
1. Realize your logo is a big part of your brand personality. Determine how you will use the logo, its elements, and its colors prior to launching.
2. Get customer and market feedback. If at all possible, don’t just let a few executives say “I like this one” or “I don’t like this one” based solely on their opinion. Sure, they have a great background, but there is no substitute for customer feedback.
3. If you are changing your business name and logo, allow for a long-tail transition. It takes approximately 5 years for a new brand to settle. Use at least one or two of those years to blend the new name/logo into your brand identity. This is especially true for organizations that have small marketing budgets. Unless you are Coke or JP Morgan Chase, you will probably need the extra time.
4. Let you logo be a part of your employee identity, which is another part of your brand personality. If you want a hip, stylish brand, don’t force your employees to wear only white tops. If you are a trusted brand, be careful to stay with trusted looks and colors.
5. For smaller organizations, there is no need to spend huge amounts of money on a new or redesigned logo. Expect to spend some, especially to have several different options created for you. However, save your $300,000 expenditure for better marketing uses.
Good Marketing To You!