This is why your logo sucks (and what to do about it)!

This is why your logo sucks (and what to do about it)!

Your logo is your company’s first point of contact with the world.

It subconsciously informs a customer what you stand for and what to expect from you.

But most logos are not designed with this in mind at all. It doesn’t care about what the customer thinks.

Your logo sucks not because the design is poor…it sucks because it lies about you.

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  1. It tells your customer you are the same as everybody else in the market, even though you have invested in the latest technology, hired the finest talent available, and set systems to deliver the best.
  2. It says you are cheap; despite the fact you have the highest quality product to offer in the market and deserve a premium on your product.
  3. It warns the customer you are only interested in making quick profits, not building a long-term relationship with him.

It says a lot, without speaking a word. That’s what makes this a complex problem. Thankfully, there are warning signs.

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Have you noticed that bank logos are mostly rectangles or squares?

Square shapes convey a sense of stability – an emotion particularly important for a bank.

All banks look alike.

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On the other end, brands like Nike, Puma and Reebok have movement and energy to them, because that is what their customers seek from them. Excitement and risk, not stability.

Simply put, as cool and iconic as the Nike swoosh may be, we wouldn’t take it seriously if it was a bank.

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Granted your logo must stand out, but it must do so within the boundaries of pre-set expectations of your customer.

  1. Make a list of well-known, big companies in your industry or industries like yours and see what their logos look like.
  2. Use these logos as a benchmark to redesign your logo.

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Humans love recognizable shapes. We find them friendly.

Look at sci-fi alien movies for instance.

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Aliens seem to have arms, legs, faces, and eyes, even though no one knows what an alien looks like. But having such human-like features helps the audience embrace the alien as a real being.

Here’s how big brands use this knowledge.

They use recognizable shapes. Look at brands like Starbucks, Airbnb or GAP you will see that the overall form is a simple recognizable shape. A circle, a square, a triangle.

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These shapes are not created by accident, they are strategically chosen.

Simple recognizable shapes help the audience accept the logo easily. And in turn, accept your product easily.

If your logo has no describable shape as such, it is working against you.

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  1. Make your logo shape as simple as possible. A circle, square, rectangle, hexagon. Shapes that everyone knows and understands. Note that these shapes have their meaning, but better to keep it a ‘simple something’ than a ‘complicated nothing’.
  2. You could also use forms of animals, fish, birds or trees to make the shape instantly recognizable.
  3. The test is to have someone take one look at your logo and say that it is a leaf or a cloud within 3 seconds. If it is taking too long, please ask your designer to simplify it further.
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This is a practical problem.

If your logo is too wide or too tall – it is very difficult to use it well.

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For example – social media profile pictures are always circular. If your logo is too wide or too tall, the overall form must be squeezed to fit into the circle, totally ruining the readability of your logo.

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  1. Ask your designer to adjust the name and symbol such that your logo fits in a 3:2 ratio rectangle. This is not a rule, but a great way to tackle your odd size problem.
  2. If this is not possible difficult ask your designer to create a ‘stacked’ option for your logo. Basically, place text one on top of another, this saves space.

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The font for a logo must convey the right emotion and energy, but most importantly it must be readable.

Do not let fancy fonts excite you if your company’s name is not even readable.

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Share your logo with an 8-year-old and ask if she can read it easily. If not, then you have a problem.

  1. Use simple, clear, and readable fonts. Do the same to handwritten fonts as well.
  2. Keep your logo at a distance and ask someone if they can read it, if not, use a simpler font.

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You cannot use your logo everywhere. This applies to all logos.

What you need then is a support system, or you can think of it as a team – a combination of colors, shapes, fonts, spacing, imagery, and alignments that are unique to your company or brand.

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You need an identity that supports and complements your logo, without it being there.

If you do not have an identity. Your brand will never be unique.

  1. Identify 1 or 2 colors that represent your company, this can and should be borrowed from your logo. These will act as the primary colors for your company.
  2. Select 3 to 4 secondary colors that complement the primary colors. These are known as secondary colors. Basically, helping you mix it up a bit.
  3. Get your designer to create shapes and patterns using the logo.
  4.  Select 2 fonts that work well for your brand (Note: Use default system fonts for PowerPoint and Word.)
  5. This is the most important step. Do not deviate from these colors, shapes and fonts. Use them everywhere possible. Consistency matters.
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Truth be told – many large company logos have all the signs above, but they are just too big to care about it.

You on the other hand don’t have the same luxury.

So, use the ideas I have shared and make your logo work harder than you.

Good luck!

Rita Kerdock – Owner / Graphic Designer

What Noone tells you about Branding

What Noone tells you about Branding

Take a minute to look around you right now, wherever you are, and I guarantee you that you can identify at least 5 brands. If you consider any of your personal property, you will soon realize that you actually have a reason for supporting certain brands.

Before I elaborate on branding, let’s first consider what branding is not:

BRANDING IS NOT JUST A LOGO

You have a kickass logo, yay! But nobody knows about it because you haven’t set up the correct channels to reach your target audience.

BRANDING IS NOT JUST A SYMBOL

Unless you have reached Nike or McDonalds status, relying on a symbol ain’t gonna get you far.  

BRANDING IS NOT JUST A PROMISE

We start a biz, we do the things, our mission, vision and values are drafted (we need something on the wall and website, right?) but what are we doing to materialize this vision?

BRANDING IS NOT JUST A WEBSITE

The Ripple Effect Agency has designed your website, it looks ahhhmazing, and you are soooo geared to make ALL the sales. Turns out your service levels don’t support the classy message your pretty graphics communicate… and your customers are left in doubt.

BRANDING IS NOT JUST ADVERTISING

Sure, advertising is very important! But spending a few bucks on a facebook advert without having all your ducks in a row ain’t gonna produce the desired results.

BRANDING IS NOT JUST GRAPHIC DESIGN

I mean, graphic design is a BIG part of it. Logos and graphics are almost synonymous with branding, but even so – it still forms part of a bigger picture.

At this point you might be thinking, “Hold up Rita, what are you even on about, graphic design is what you do every day!” Yes, I do, but I’ll let you in on a secret. I spend more time stalking you than I do actually designing your graphics…

Branding is the sum of all of the symbols, products, services, activities, and connections with your customers.

Branding is the customer’s gut feel of your business – their perception of you.

Branding is your business reputation. If you are very personally involved in your biz – your brand often becomes YOUR reputation!

Everyone in your business affects your brand. This is why consistency is so very important (brand schizo is a thing).

Who your business is by day, is who your business is by night. Who your business is in store, is who your business is at a pop-up market.

NOW LISTEN CLOSELY: WHO YOUR BUSINESS IS IN STORE, IS WHO YOUR BUSINESS IS ONLINE (THEY ARE ONE AND THE SAME….) THIS IS YOUR BRAND.

Today branding starts with the customer

Back in the day, the old school biz model would go something like this: Create product, name it, slap a logo on, advertise, sell and repeat. This model is outdated. People hate being sold to, but they love to buy. Say that out loud! In fact, print it and stick it in your pretty journal.

People Hate Being Sold To, But They Love To Buy.

Nowadays, the brand starts with the customer. It starts by identifying a need, then creating a product and service that satisfies that need. The current model works as follows:

  1. Company creates customers
  2. Customer help to build brand
  3. Brand sustains the company.

Let’s create a real-life scenario: If I were to open a clothing boutique in South Africa, would I start by thinking about a cool name, designing a pretty logo, and putting a fabulous website together?

No. I would start by researching my market. Only once I clearly define who it is that I am selling to can I create a brand personality that would appeal to them.

Brands last longer than products or customers do. You cannot be all things to all people. The spray and pray method SIMPLY does not work. This basically means selling to anyone willing to buy from you. It is a recipe for failure and will leave you as a brand owner feeling less than fulfilled.

Identifying your ideal customer (which is a delicate balance between what the market needs vs what would make you happy) is possibly the most important step to take when crafting your brand.

Are you building a bold and sassy brand who lives out loud and cusses without blinking?

Are you building a conservative and sophisticated brand?

Are you building a sporty brand that promotes an active and healthy lifestyle?

Does your brand invoke feelings of crystal chandeliers and a live violinist?

ALL OF THESE FACTORS WILL DETERMINE ALL OF THE ELEMENTS NEEDED TO BUILD YOUR UNIQUE BRAND.

One of the reasons why the Hot Mess team asks you so many questions is to get you thinking outside the box about your brand… and if you aren’t able to put it all together, our questions are uniquely designed to help us read your mind and interpret your vision digitally. We get inside your head. We get a gut feel for you. We also stalk you online. Borderline criminally.

A business has ONE VALID PURPOSE: To Create a Customer – Peter Drucker

What intentional branding can do for you

Establishing a consistent, loyal, and trusted brand means that you will build a loyal following which leads to return business and valuable word-of-mouth. The modern consumer trusts the opinions of other consumers more so than any of your advertising claims.

The only way to build that perfect brand is to ensure that your business culture and values become a way of life throughout every aspect of your business.

Customers help build brands, without a brand you don’t have a business.