It's your logo. Take care of it
BY BRIAN NEFF
It's not uncommon to have a logo. There are good ones
out there
and there are bad ones too. But what's really
uncommon is someone
getting the maximum value out of that small piece of
art. Here's some
advice about your logo:
Keep it Consistent.
Take care of it. Guard
it. Protect it. While that advice may sound funny,
most people, if offered the chance, will alter your logo.
Don't believe me?
Just look around and see how many great logos get
misused. Speaking of logo abuse, the biggest problem a recent
client had was
this - everyone in the office wanted to adjust the logo.
In fact, they
just couldn't leave it alone. Whether it was stretching
it or changing
colors, everyone wanted to add their personal flair. It
didn't take long
before a nice, clean logo looked like a collage you once
made in elementary school. All along the way, the
consistent look that the logo should
have had, kept changing to match each individual's
tastes. This could confuse your clients and convey instability.
Use Professional Designers
While it's admirable to let your uncle's wife's cousin
take a crack at building your website, it might not be
very wise - especially if it's not what they do
professionally day-in and day-out. You don't let just
anyone contact your best clients. Nor do you let just
anyone run your payroll. You get the idea here. If it's
valuable to your
business, you'd better turn it over to someone with
experience. The good news is that there are now
many online, cost-effective ways to have a
professional work on your design projects. You get high-
quality without having to pay the traditional ad agency
prices.
Let your logo work for you.
Put it out there for the world to see. A great logo will
not do you a lot of good unless people are seeing it and
remembering it. Once you've got your logo in the right
places for your customer to see, your logo keeps
working around
the clock. Come to think of it, it's the only employee
you've got that
doesn't take a break. It never asks for a raise and you
never have to
worry about it calling in sick on the first good day of
spring. It's all
work and no play for the best employee you've got.
Your logo can be one of your greatest assets when
used, and used consistently.
Brian Neff worked with a variety of advertising
agencies
including Bozell and Poppe Tyson before coming to LogoWorks. Some of his past
clients include: Palm, Hewlett-Packard, Sony
PlayStation and Washington Mutual. If you have any questions about design, feel free to contact our design team directly at designservices@logoworks.com
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