No Logo Is a No-Go

There is a reason why many corporate logos have remained unchanged for centuries. A good logo is the foundation of a company. Without it a company becomes invisible. If a company is invisible to the public eye, well, they can kiss all those “dolla-dolla” bills goodbye. In order to succeed in Corporate America it’s as simple as starting with a logo. In order to create a logo a company has to start at the core and understand its importance. Benjamin Franklin didn’t create the lightning rod by simply wishing it into existence. No, he got out there with a key and a kite and electrocuted himself a few thousand times before he found one way that worked! Maybe, his persistence is why his name is on the $100 bill—something you won’t be seeing until you follow our guidelines below!

But like…why a logo?

The logo serves as the “face” of a company. It is the client’s first impression of a business. A logo is a type of communication tool that refers to a company using visual aid.  At first glance, a business’ efficiency and ingenuity will be judged solely on the visual elements of the logo. While this may seem transparent, judging a book by its cover is just human nature. A good logo allows consumers to recognize a company immediately and protects the brand from competition.

 Tell a story.

It is important to keep a logo clean and comprehensible to the public eye. Company information can be given out through the details included in the visual elements of the logo. For example, NIKE, the running shoe company, uses a swoosh symbol to indicate speed and agility, which is all encompassing of their name, the goddess of victory. I mean, who doesn’t want to run like a goddess?  A strong unity of brand and logo allows NIKE to continue as the top running shoe brand in America over the past 52 years.

Paint a picture.

Logos appear on every document, web-page, banner, business card, and marketing tool that a business creates. So, it is imperative that the logo is neat, tidy, and eye-catching. A sloppy logo can dissuade a customer from buying a product or using a service. Keep in mind that the logo is the basis of all future marketing products. So, don’t mess this up. Future document color choices, fonts, and page structure will all be in relation to the style aspects of the logo.

Get money.

The brand identity, the logo, and the quality of a product builds trust. In turn, this established trust brings in more customers and revenue. Let’s take a look, once again, at NIKE. They are the top running shoe brand in America for a reason. Unlike Adidas they have not had to provide celebrity gimmicks to promote their shoes. They are a trusted brand, because their logo paired with their quality product works. They are the master of their field and the entire nation knows it. Once the brand of a company becomes a household name and the logo becomes widely accepted, many times the name of the company is not even paired with the logo. Every American can spot the logo of Starbucks, Coca-Cola, Disney, and Instagram without the company name tied to it. This happens over time as a company gains notoriety and the visual elements of the logo stay the same.

Stop. Don’t do it.

It is a good rule-of-thumb for a company to stick with one logo. This creates easier brand recognition for the consumer. Some companies make the mistake of creating different versions of logos for marketing events, documents,…ect. This diminishes brand recognition and lowers the pool of clients. Switching a logo creates opportunity for a customer to confuse a brand with another, driving them towards a competitor. Some examples of companies that have kept their logos the same for years are: Coca-Cola, Ball Mason Jars, John Deere, Sherwin Williams, Goodyear, Campbell’s, Johnson&Johnson, and Union Pacific. One policy that rings true for each of these companies is the phrase, “If it isn’t broken, don’t fix it.” If these multi-billion dollar companies can keep the same logos for over a century, then so can you.