Why Your Corporate Identity Sucks

Is your Corporate Identity bland, derivative, dated, gimmicky or confused?

You certainly are not alone. Many local companies and some national ones too, have corporate identifiers that reflect poorly on them and the people who work there.

Asking your marketing person to design a new corporate identity on their PC using an off the shelf program like MS Publisher is most companies first mistake. They think, “How hard can it be?”

Well it may be one of the hardest tasks you will undertake.  Let’s take a look at what a good logo needs to do and maybe you’ll see why this part of your marketing strategy deserves more of your attention and budget.

A great logo needs to be unique.

Using a variation of the Nike swoosh, the Apple apple, or the Pepsi beach ball won’t set you apart and may land you in court. You want something original, something that evokes a positive image of your company. This includes the photos, fonts and graphics.

Be original.

Keep it Simple.

You want a logo that speaks clearly, is easily read and understood. Serif scripts and dense visuals will hurt more than they help. Clean, simple design looks effortless, but in reality is extremely difficult, time consuming and requires lots of thought and multiple revisions.

Make it memorable:

 If we think of the Apple logo we associate it with technology, innovation and thinking outside the box. If we think of a confederate flag its meaning has changed from a symbol of mild rebellion to something associated with racism and hatred.  

Timelessness:

You logo needs to stand the test of time. Trendy shapes, like orbits, and lens flares had their moments in the sun but are rapidly looking dated and tired. Stay off all bandwagons and colour trends.

Run away from gimmicks screaming:

 If you designer wants to add a drop shadows, sparkles, or flashing bits find someone new. All these design program elements look old really quickly. Stick with strong graphical elements and rock solid typography.

Versatility:

Can your logo be used anywhere, on a shirt, a poor quality fax, on a billboard, on the Internet, or tiny at the bottom of a sponsorship poster? Does it look great in Back and White, as a white knockout on a dark background, as a single corporate colour, or as a two-colour printing?

Scalability:

Can you read your logo when it is reduced in size or does that graphic you could not live without become a black smudge? Do the proportions work? Is it too tall or too wide; is the distance between the letters and words appropriate? Is it too complicated or do the smaller elements get lost.

Finally does your logo evoke a positive impression of your company? Any company with a logo similar to the Enron “E” is probably looking at redesigning to get away from the negative connotations that come with this failed company.

Don’t get hung up on colour: There are colours that go in and out of fashion and colours that are ultra conservative or too hip. Colour is important and getting some expert advice is always a good move. Don’t make the mistake of restricting your designers colour palates. Let them find colours that compliment what your company does and reflects the ideas and values you stand for.

It really comes down to two things, getting a creative, unique and engaging concept and then executing that idea simply and effectively.

Still sound simple?

Winnipeg needs more companies willing to take their time and get their logo right. We have talented and experienced design houses right here in Manitoba. Don’t make the mistake of thinking that creativity must come from somewhere else, or that bigger means better. Call a couple of local firms visit their websites and choose one that has done work that appears to you. Engage them in the process and let them be creative. You will be surprised at the quality of their work.