Is Your Logo Pulling its Weight?

Is your logo pulling its weight? Is it doing the job that it is supposed to do?

Your logo is on everything – your signage, website, business cards, merchandise and more. Your logo is the visual essence of your organization, and you need to make sure that it is building value.

Here are a few questions to see if your logo is on target.

1.   Does it represent your mission, values and brand promise?

First and foremost, your logo needs to represent the organization. It should be aligned with your mission, your vision, culture and brand promise. It has to work with your products, services and your business goals. It is your essence. Are you traditional? Are you innovative? Your logo needs to answer these questions.

2.   Does is differentiate you?

Your logo needs to separate you from your competitors and other organizations. It should embody your uniqueness and build value in the organization. Simply, you want people to know who you are by name and by sight. Through font, color and symbol, you want your logo to celebrate the uniqueness of your brand.

3.   Does it connect with your target audiences?

Your logo needs to communicate with your stakeholders, your customers and the community. Creating brand ambassadors starts with clarity of message. Telling a clear brand story starts with a great logo. Is it current and relevant in today’s market? Does it feel dated and old? Create a survey and ask your stakeholders about your logo. This is a great start.

Creating an effective logo takes strategy, creativity, design excellence and experience. It is taking very complex ideas and reducing them to a simple idea that captures the heart of the organization. Take the time and be thoughtful in your process.  Your logo needs to allow you to fearlessly live your brand, every day.