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AUSTIN WEST

A LOGO WITHOUT YOUR NAME … Can Be A Big Branding Pain! Part One

October 17, 2017

A LOGO WITHOUT YOUR NAME … Can Be A Big Branding Pain! Part One

I often get asked to develop a small business’s logo as a symbol-only logo. But for many small businesses this isn’t the right choice for a couple of reasons:

Designing a symbol-only logo is a much more complicated (and often more expensive) process, because the symbol has to:

1. Carry a lot more meaning — there’s no text to help explain the business. It’s important that your logo has some meaning and a role in explaining your business — and that’s a lot for a little symbol to do all by itself.

2. Be entirely unique all on its’ own. I don’t need to tell you that there are a whole lot of logos out there. A lot of the basic shapes — and even some of the more complicated ones — are already “owned” by big corporations. But you can still use variations or combinations of those shapes when they’re designed into a logo with your company, business, or product name.
3. Communicate to your audience. The more obscure the symbol design that you create, the less likely that your customers will understand its meaning. Or they may interpret it incorrectly. Either way your clients will feel alienated — and that’s never a good position to be in.

If you do create a symbol-only logo, you’ll have a couple of challenges with your brand identity and the entire brand process:

4. It will take a lot more time and effort to educate your target audience about your business. Think of all the symbol-only logos that are really memorable, like Nike or Apple. The reason that those are so memorable and well-known is that each of those companies has a very large advertising budget. They can afford to dedicate people and time to getting the word out. Their deep pockets build visibility and encourage recognition. Small businesses just don’t have those kinds of resources.

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