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| | The Minding Your Own Business Network is not currently active and cannot accept new posts | | What Makes A Business Logo Recognizable? | Views: 1565 | | Jan 29, 2007 2:14 am | | What Makes A Business Logo Recognizable? | # |
soybean boys | | Is it the logo itself? the quality of the art work? the colors or font? Why in the world do we all know the McDonalds logo? or Nike? or Coke?
Could it possibly be the billions of dollars spent on putting that logo in front of the public eye?
What do you think ?Private Reply to soybean boys | | Jan 29, 2007 2:40 am | | re: What Makes A Business Logo Recognizable? | # | 
Fred Keller | | Yup - recognition through expenditure of $Billions
PS:See what grabbed me.: http://passion.first411.comPrivate Reply to Fred Keller | | Jan 29, 2007 3:45 am | | re: What Makes A Business Logo Recognizable? | # | 
Simon Cherkasski | | Logo is a image of your business, how good, reliable, sophisticate..... your business are.
Good logo will say it all.
The first step to a Brand name begin with correct Logo.
Simon
www.cherkasski.com we do it Private Reply to Simon Cherkasski | | Jan 29, 2007 7:33 am | | re: What Makes A Business Logo Recognizable? | # | 
Ron Amundson | | Its a combination. Certainly spending 6 figures plus for fonts and color's alone isn't going to go too far unless you have the $$$$ to promote it. Yet, promotion without evaluating the components is probably not going to be the best bang for your buck either. Private Reply to Ron Amundson | | Jan 29, 2007 6:24 pm | | re: What Makes A Business Logo Recognizable? | # | 
Colleen Connery | | This is a wonderful question...thanks for posting it. First, please keep in mind that Coca-Cola and Nike did not pay lots of money for their logos...Coca-Cola was a product developed in 1886 by Doctor John Pemberton. His bookkeeper actually "illustrated" the logo because back then, most anyone who had a "writing" job, had excellent handwriting. So, what you see in that logo was someone who just wrote it out, and it became a branding legend. It's the marketing of that brand and product which made that logo the huge branding sensation it is today.
Now, since 1886, I can guarantee that they've probably paid billions of dollars putting their brand out there, but when you look at the ROI, it was obviously worth it. ;-)
Now Nike is another great story: The SWOOSH logo is a graphic design created by Caroline Davidson in 1971. It represents the wing of the Greek Goddess NIKE. Caroline Davidson was a student at Portland State University in advertising. She met Phil Knight while he was teaching accounting classes and she started doing some freelance work for his company. Phil Knight asked Caroline to design a logo that could be placed on the side of a shoe. She handed him the SWOOSH, he handed her $35.00. In spring of 1972, the first shoe with the NIKE SWOOSH was introduced.....the rest is history!
Now with their marketing, they went after athletes, not the common person. They were very strategic...get the athletes to like your product (or at the very least be photographed wearing it), and the sales will just happen. They didn't spend a whole lot of money from the start, but they sure are now to maintain the momentum.
As you can see, it's not necessarily about the money that you spend on the logo...but it's what you do with it. The marketing of a brand (the logo, colours, type/font/image, smell, look, feel, sound, etc.) is extremely important. And sometimes, if you play your cards right, and you're very strategic about it, you'll get it out there without spending the billions of dollars. BUT, one thing is absolutely clear by these examples is that once you become a big cheese, you HAVE to spend the billions of dollars on marketing/advertising to keep up the ROI so that your loyal followers DON'T fall off.
Think about Federal Express...everyone kept calling them FedEx, right? Well, they went to an agency and changed their brand to FedEx...to maintain their following. This way they kept "current" and fresh. And their marketing followed. The interesting thing is that UPS, who's been around much longer and had the biggest pool of the parcel postage market, lost out to FedEx..and now you see that UPS is hot on their heals trying to change their brand (ie, their image) to gain back their market share. FedEx bought Kinko's...UPS bought MailBoxes, Etc. Strategic, right? So, you can see it's not always just about the logo. We use products that we feel will give us the "right" benefit for us. We don't want send our package FedEx...but we do want our package guaranteed overnight delivery by 10am the next morning...so we use FedEx...it offers us the benefit that we want. See?
Marketing maintenance and PR are essential components to loyal brand awareness...which turns into $$ for the company. So, while you're out and about today, looking at billboards, listening to the radio, watching TV, looking at your magazines/newspapers, walking on the streets looking at shop windows, keep in mind the influence marketing and design have on our culture. Look at the clothes you wear and ask yourself, why did you purchase that shirt? Those pants? Why did you eat THAT cereal this morning? Or drink that brand of coffee? Wouldn't ANY coffee do? Wouldn't ANY shirt keep your body warm? Wouldn't any shoe keep your bare feet from the pavement?
If you really think about it, our entire way of being here in this country specifically, is because of branding/marketing/advertising and PR. We're consumers.
Wow...great stuff! Sorry...maybe I had a few too many coffees this morning, but I love this topic...thanks for bringing it up!
Cheers, Colleen
President - CoCo & Associates, Inc.
www.cocoassociates.comPrivate Reply to Colleen Connery | | Jan 29, 2007 11:28 pm | | re: What Makes A Business Logo Recognizable? | # | 
Kurt Schweitzer | | Nobody buys because of the logo.
Let me repeat that: People don't buy BECAUSE of your logo. They use your logo as a shorthand way of remembering your BRAND, which is all the impressions (good AND bad!) that they have accumulated about their business.
Think of Cingular. (I used to be a Cingular employee, so this is a good example for me!) When Cingular was first created, their logo was a design officially know as Jack (and unofficially known as Jack Splat) because it looked sort of like one of those things you pick up when playing jacks as a kid. The originally color was a sickly shade of green, but it was changed to orange within the first two months.
A couple years ago they stopped using Jack in their advertising, and instead started promoting their "raising the bar" logo. An improvement, because the new logo had better associations with their target market. Plus they could be more creative in how it was depicted in their ads.
Cingular recently purchased AT&T, and officially ceased to exist. They changed their name to AT&T because that is the stronger brand. AT&T has a much longer history and a more powerful reputation, even though the company had actually shriveled to the point where a six year old upstart could take it over.
Cingular is now working to convince everyone to STOP using the Cingular name, and START referring to AT&T instead. Jack and "raising the bar" are gone, being replaced by the AT&T globe.
Would YOU buy a cellphone because it has an AT&T globe on it? The world has already answered "NO" to that question. (AT&T has had a cellular division for years. I suspect I'm the only person on the planet who has one of their phones!) The logo is NOT what influences the buying decision.
Don't sweat too much over a logo. Focus on building your BRAND instead!
Kurt Schweitzer
P.S. I also used to work for Xerox. That's ANOTHER company that got confused and started worrying about their logo rather than their brand! I sure know how to pick 'em! ;-)Private Reply to Kurt Schweitzer | | Jan 30, 2007 2:49 am | | re: re: What Makes A Business Logo Recognizable? | # |
soybean boys | | as someone who has been making logos for six years I would have to say that 'fussy' logos generally dont work..think about the logos you talked about
Nike - a tick , Coca Cola, a scruffy font..'Visa' - a 'V'.
How should our company makes logo?[URL="http://www.opentip.com"]http://www.opentip.com[/URL]
somebody also buy some promotion products from OPENTIP to make logo.They also use low cost to creat great effectiveness.
If you want to make a logo ,what kind of products of our OPENTIP do you want to buy? Private Reply to soybean boys | | Jan 30, 2007 3:12 am | | re: re: What Makes A Business Logo Recognizable? | # | 
Reg Charie | | Kurt, as a web designer I have often told clients that the only people that care about the logo are the client and their graphic designer.
To have an impact on a website a logo must tell people what it is you are selling. Anything less and it is just another meaningless graphic.
Reg
http://DotCom-Productions.com Private Reply to Reg Charie | | Jan 30, 2007 5:55 am | | re: re: re: What Makes A Business Logo Recognizable? | # | 
Chris Wolfeagle | | Once upon a time a artist said
I am creative and broke.
Lets create logos!
Just joking.
One of my favorite logo's is the symbol A for Angels!
I also like the Star Trek Logo and it looks like an A too.
My least favorite logo hmm I know there must be one.
I love the geiko for geiko insurance and it is not a logo
but a mascot. Love the Geiko. However they are not my insurance company.
Oh and A mountain in Tempe Arizona!
By the Arizona State University.
What does the letter A symbolize for you?
Warmly
Christina
http://www.eachone-reachone.com LEADS!!
Real People Real Results!
http://www.Toxin-Cleanse.com
1.800.473.0747 Call us NOW! Christina ThompsonPrivate Reply to Chris Wolfeagle | | Feb 03, 2007 10:08 pm | | re: What Makes A Business Logo Recognizable? | # | 
Maria Marsala | | IMO, a logo should portray a snapshot of a company. As my company and ideal clients have changed, so has my logo and it will in an other few weeks, too.
It helps you get in the door. A professionally designed logo shouldn't stand out so much, but should help get you noticed.
I think of my current logo and all the times I've been at networking events where someone saw my name tag (made by my designer) and they walked up to me. They were folks who had visited my website or subscribe to my ezine.
But you can have a great logo and not have a successful business ;)
My graphic designer wrote an article on Effective Logos
http://www.eye2eyegraphics.com/articles.html Short and to the point.
Maria Marsala
What's your next step?
http://www.ElevatingYourBusiness.com
Private Reply to Maria Marsala | | Feb 03, 2007 11:37 pm | | re: re: What Makes A Business Logo Recognizable? | # | 
Ana Clark | | Colleen, this post is impressive. You have keen writing skills as well you are well educated in regarding the logo industry.
Thank you for this tid-bit of information. Private Reply to Ana Clark | | Feb 05, 2007 1:52 am | | re: re: re: What Makes A Business Logo Recognizable? | # |
soybean boys | | Professionally designed printed stationery packages are crucial to making a good first impression. For many small businesses, professional design is out of reach. Chuck Green comes to your rescue. OPENTIP is to present you with both a finished product for inspiration and with instructions on how to recreate each look and adapt each design to your own needs. Subtitled "The Non-Designer's Step-by-Step Guide," I have no problem recommending it to those who also make a living as designers. Seeing another designer's approach to the entire process is valuable to developing and improving our own skills. Small business owners and other non-designers will find it thorough, yet easy to read. Private Reply to soybean boys | | Feb 16, 2007 8:53 pm | | re: What Makes A Business Logo Recognizable? | # | 
Jeanne Fuller | | There is actually research, and yes, even dissertations written about this topic. It's an important decision, so much so that we felt it warranted information for members on our site.
We found that even before you decide to have someone design a logo for you, or if you decide to do it yourself, there are actually some very easy things to do first...and by doing these, you'll have a better understanding of what you want and don't. (see link for some quick things to consider before that design is done: http://www.foraccess.com/newsletter/viewNewsletter/19 )
It really helped us get an idea of what we wanted.
Jeanne Fuller
www.ForAccess.com
www.ForAccess.WordPress.com
Private Reply to Jeanne Fuller | | Feb 17, 2007 7:00 pm | | re: re: What Makes A Business Logo Recognizable? | # |
Charyl Reid | | Jeanne
Thanks for share with us this wonder link. Lots of great info.
Charyl Reid. Private Reply to Charyl Reid | | Feb 17, 2007 7:52 pm | | re: re: re: What Makes A Business Logo Recognizable? | # |
Jeanne Fuller | | You're welcome, Charyl. Glad it helped!
Jeanne
www.ForAccess.comPrivate Reply to Jeanne Fuller | | |
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