Logo design is one of our absolute favorite aspects of corporate identity. It is sweet like candy! Developing the face of a business is so exciting for us. It’s almost like revealing the face of a baby to its mother for the first time. The joy in the eyes of a business owner once they see their vision coming to life is amazing.
Since we spend a great deal of my time creating brands, we know for a fact that one of the most important components of brand identity is logo design. A logo embodies the essence of a company or individual. It is used on every piece of advertising or marketing material. It is the lasting image in the minds of consumers. Needless to say, it is kind of a big deal. The difference between good and great can be seen very clearly within the design of a logo. The following are five things that every logo needs to be considered great:
Good logos look nice, but great logos stand out. Your logo should differentiate your business from that of your competitors. It is critical to find something unique about you or your business that can be marketed and highlighted within your logo.
The design of your logo should be closely connected to your business and the product/services that you offer. It should attract your target audience and enable you to further market your business. If your consumers do not clearly recognize your company’s industry or understand what services are being offered, than you may miss out on some promising business opportunities.
A great logo should be able to adjust to any medium. From pens to billboards, your logo should be easy to read and clearly understood. A logo that loses readability when the size is deceased will ultimately limit your usage. Variations in the logo’s color options may help to prevent limited usage and increase the levels of adaptability for your logo.
Though it takes more time and effort, simple is often better when it comes to logo design. Condensing the entire essence of a business into one mark or symbol can lead to an overcrowded and cluttered logo if not executed correctly. It is important to combine the essence of the company with a style that complements the brand and creates a lasting image.
Standing the test of time is the ultimate goal of a great logo. Your logo should be designed with the future in mind. Leave room for company growth and expansion while still emphasizing your core services or products.
Will your logo leave a lasting impression in the minds of your customers for all the right reasons or for all the wrong reasons? Does your logo have all the distinction, relevance, adaptability, and simplicity it needs to stand the test of time? If the answer is “yes”, you are headed down the road to success. If the answer is “no”, begin working towards redeveloping your logo and create “a brand that works as hard as you do!” If you are interested in a free Logo Analysis, please click here to submit your company/personal logo.
In 2010, Subway surpassed McDonald’s in the race to become the top restaurant chain. Subway offers great benefits to consumers, employees, and franchise owners. Not only are the subs made fresh, Subway delivers on fresh business ideas that have helped them to dominate within their industry. According to CNNMoney, “Subway has 34,218 locations globally -- all of which are owned by franchisees. Subway now has more than 1,000 locations in Asia, and it just opened its first store in Vietnam. Other high-growth nations include Brazil, Mexico, India, China, Russia and France.”
Company spokeswoman, Les Winograd stated, "A lot of our growth has been in non-traditional spaces that our competitors might not touch. We have really unique ones, like on a riverboat in Germany, a church in Buffalo, car dealers, bowling alleys and casinos. We're not just in strip malls" (CNNMoney, 2011). Subway is a great example of a company that not only offers a great product, but also works to find the best ways to serve that product to consumers. They are not confined by traditional business locations, which allows them to reach more people and increase profits by accommodating the needs of the consumer. This is beneficial to consumers and very attractive to those seeking franchise opportunities.
Subway is always changing and expanding its brand. From Five Dollar Footlongs to the new breakfast menu, Subway consistently finds new ways to stay connected to consumers. This should be the goal of every company regardless of your particular industry. Continuously research different techniques and strategies that will enable your brand to become stronger. This will allow you to not only outshine your competitors, but it helps you to build a brand that will stand the test of time.