A Company Logo for the Long Haul
Chasing timelessness is tricky business in today's fast-paced business world - especially when it comes to company logo designs.
Most of the ad campaigns that hit the streets and the airwaves are, by nature of the business, rather fleeting and often short-lived. When the buzz finally dissipates, the marketing and advertising gears grind again to churn out the next big winner. However, company logo designs are one area where very few successful companies are liable to gamble on trends. And as a small business entrepreneur, you definitely can't afford to be changing your company logo design every second year. In fact, doing so would go against the very essence of what company logos are all about.
Pepsi may favour Hip Hop artists for one season and jump aboard the rock boat the next, but the company's famous logo has barely changed since its inception. The same can be said for shoe giants Nike and Adidas or carmakers Mercedes Benz and Ford.
When it comes to company logo design, you should always be looking for a design that captures the essence of your company. Barring unforeseen circumstances, your corporate identity should ideally outlive your company. That should be the plan, anyway.
The reason this is so important is simple: Your company logo will be emblazoned on everything from company letterheads to transport trucks and billboards. It will be the first thing people see and the only visual representation of your company that will come to mind when your name is mentioned.
Capturing one's corporate identity with a logo design, however , is no easy task. It requires that you sit down and think long and hard about the basic core values of your company. For a company like Fedex or UPS, it would be reliability. A company like 3M would lean more toward innovation, while financial institutions like Prudential Financial favour logos that convey strength and stability.
Of course, company logos don't always have to be literal representations of those core values: rock equals strength, for example. But it is important to understand your consumers and what kind of designs and colour will appeal to them. That's why variables like age, income and geographical location need to be considered.
It may seem like a daunting task at first, but settling on the right company logo design will actually give your company and ideal to live up to and facilitate all future marketing endeavors. It is therefore not something to be taken lightly.
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