A logo is an art form, yes, and so much more. It’s the face of a business, product or service. It’s communicating messages with every impression. It’s the anchor of all your marketing. It needs to be perfect. So what makes for a great logo? After 26 years in this industry, I have defined four “pillars” that make an identity (logo) successful. They balance form and function for a dynamic visual brand. These four pillars – distinctiveness, relevance, effectiveness, and consistency – must work in concert.
The first pillar is distinctiveness. This means the visual brand is unique and differentiates a business from its competitors. It’s graphically tailored to fit your brand objectives and ties into that which makes you different. Distinctiveness will enable customers to remember your brand when they are ready to buy. A distinctive trademark will capture attention. If it’s done well, it will stand out in a positive way.
Here’s the challenge: it is must be in harmony with the other three pillars. For example, the whimsical image of a kitten may get some attention. Distinctive? Maybe, though not relevant for a carpet cleaning service.
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In the next few blog posts, I will discuss the other three pillars. Ultimately, the core objective is to be remembered and for the right reasons! A professionally designed corporate identity which is distinctive, relevant, effective, and consistent will ultimately lead to customer awareness, confidence and increased sales. We call it The Remarkable Advantage.
