Archive for the ‘Graphic Design’ Category

The Power of Logos

Friday, July 8th, 2011

LogosLogos are the quickest way to identify your brand. 

Consumers can recognize brands on which logos are imprinted.   Your company’s logo should be eye catching, unique, memorable, and evoke positive emotions.

Before you create or change your logo, keep the following in mind:

1.  Your logo must reflect brand value.  Logos are macros to an elaborate brand strategy.  Logos support your brand identity and should reflect your business.  For example, if speed is your brand’s value, make sure your logo reflects that value by, say, depicting motion.  Likewise, depending on the nature of your product or service, your logo can reflect strength, time, characteristics of target audience, etc.

2.  Your logo must convey the intended meaning.   Logos can range from highly abstract to simple.  While both types tend to acquire meanings, you have to work harder to create awareness for abstract logos, and it takes longer for the target audience to retain a memory of the logo. In general, keep in mind that consumers understand the intended meaning of logos and recognize them easily if the logo designs are concrete, natural and simple. What comes to your mind when you visualize the following brands: Pepsi, Coke, Ford, Nike, Reebok… You get the picture!  In other words keep it simple.

3.  Your logo must evoke positive feelings.  In addition to being readily recognizable, logos must convey a uniform meaning and evoke positive feelings.  These positive brand-related emotions reduce uncertainty among customers and help them avoid a myriad of unfamiliar brands.  Logos acquire emotive power over time, especially with good integrated marketing, advertising and public relations support programs.  The same logos you visualized a short while ago (Pepsi, Coke, Ford, Nike, Reebok), also tend to evoke positive feelings for the consumers of those brands.


Free Power: Part 4

Friday, June 10th, 2011

The Power of FreeHow to manage free in tough times.

I passionately believe you should always give back to the community when owning a business — or even just because you should. I am a professional graphic designer who on occasion has been asked to donate my services. I do donate, but must be careful not to give too much away.

I have been told several times that I could use free services as a tax write off. My tax attorney is adamant that there are NO tax write offs on a service. My services of design are most certainly free unless I can barter.