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Transcript of Identity Makeover
- 1. Identity MakeoverIs your company ready to look the part of a leader?
2. Brand Identity and Corporate IdentityThese are two distinct and concrete concepts. However, both playoff each other and are part of one another.Brand Identity: Your Customers PerceptionCorporate Identity: Your Companys ClothingUnfortunately, many companies sometimes believe that the visual changes will change the brand image. Butchanges to logos, signage, and even outlet design do not always change consumer perceptions ofquality, service, and the intangible associations that are made when the brand name is seen or heard.You cant make a silk purse out of a sows ear.You cant polish a turd. 3. Brand Identity (Basically: Your Image)Definition:A brand identity is the expression of the relationship between your company and itsconstituents. It is the sum of all experiences with your company and the promise yourcompany makes to perform. 4. Corporate Identity (Basically: Your Logo) Definition: Corporate Identity is the visual means by which organizations, businesses and manufacturers are recognized and distinguished from each other. A companys name, logo, typeface, colors, slogan/tagline are all elements that help comprise a companys corporate identity. 5. 5 Elements of an Effective Logo1. Describable: If you want people talking about your logo (and you do), it must be easy for them to describe.2. Memorable: Being memorable is one of the most important aspects of your logo design and should not be overlooked during the design process. Take the Nike logo for example, its incredibly easy to remember.3. Effective in 1 color: Its important to remember that there will be many times when color isnt possible for the placement of your logo. Whether its on a t-shirt or newspaper, sometimes you can only use black or white. If the design of your logo depends on multiple colors, it will not be effective when color isnt an option. IMPORTANT: THIS GOES FOR SHADES OF GREY TOO!4. Scalable: Your logo must be just as effective on the side of a billboard as it is on the side of an ink pen. If your logo is too complicated, it will lose most of its detail when printed small.5. Relevant: Your logo design must be relevant to your industry. You wouldnt want to use a childish looking font for an airplane parts manufacturing company. 6. Thinking about a new logo?Remember: Superficial reasons for a logo redesign needunderlying support from a philosophical basis to be valid.Why do you WANT to redesign (Superficial Reasons) Im tired of looking at our logo I dont like the colors/style/design We have had it for a while/it looks dated We just dont like it I am new to the company so I want to change it/make my mark Competitors logos are perceived to be better 7. Thinking about a new logo?Why do you NEED to redesign (Philosophical Reasons) Current logo does not convey the companys purpose or mission The company has changed direction ownership offerings location Current logo has no equity has no support/buy-in from staff, no one is tied to it is not recognizable Current logo doesnt "say" anything about our company Current logo is too abstract plain/nothing distinctive confusing/busy 8. 10 Steps - How to Get Started: 1. Understand the goal, plan ahead A logo establishes an image of your business, brand or product. Explain your business, its values, mission statement and promise ofhigher standards of care and quality. Doing a little legwork at the beginning will help the process go much more smoothly. Once you get to the design stage, most if not all the questions should be answered and asolid direction should be established. 9. 10 Steps - How to Get Started: 2. KISS (Keep it Simple Stupid):Simplicity is the key to designing your business logo. Having a single focus is critical. Youmust be clear on what your identity is first, develop a concise company logo that clearlystates your company identity. 10. 10 Steps - How to Get Started: 3. Identify your target audience:Do make sure that the logo is designed with the target audience in mind. An effectivelydesigned logo is compatible with the consumers of the product or services that you provide.Therefore your logo could be designed to appeal to the interests of the customers. 11. 10 Steps - How to Get Started: 4. Research your competition:If you are ready with your company name then look at the logos of your competitors. This willgive you an idea of what is present in the market and help you decide what works and whatdoesnt. You can then develop a logo that best suits your corporate identity. 12. 10 Steps - How to Get Started: 5. Research famous logos:Researching giant corporations (that pay millions of dollars on identity) will give you valuableinsight on how best to steer your design. Large corporation logos are usually very sound indesign and simplicity. Especially look at logos in your target or similar markets 13. 10 Steps - How to Get Started: 6. Generate some key words or phrases:Write down some key words or phrases that you feel best represent your companyspersonality, philosophy and what your customers think about it. These words and phrasescan be invaluable to the designers that will eventually be taking on the project.Examples: Personable Experienced Knowledgeable Professional Leaders in our field Quick Timely Current (Up to date) Friendly 14. 10 Steps - How to Get Started: 7. Identify logos you like/dont like:This exercise will help a designer determine which visual cues you most prefer/like and moreimportantly dont like!Example: You make accessories for shoesLikeDont Like 15. 10 Steps - How to Get Started: 8. Determine beforehand the potential uses for the logo:Designers will design a certain way based on the logos uses. For example: If the logo is tobe used on packaging, billboards and tradeshow displays, they might lean one direction, butif it is only to be used on letterhead and business cards, they may go another.Will it be used on: Small printed materials (brochures, packaging, stationary) Large printed materials (billboards, displays, vehicle graphics) Websites Video 16. 10 Steps - How to Get Started: 9. Figure out who will be involved in choosing the new logo:This is critical. The less people involved in the elimination process, the better. Here are a fewhelpful strategies:a. It is okay to have a committee but the committee does not NEED to see everythingb. Keep your committees an odd number (3, 5, 7, etc) This eliminates the possibility of a tie between logosc. Identify one to three KEY people to make the initial cuts to the choicesd. When presenting to a committee, bring in no more than 3 choicese. Insist that committee members make a clear choice, that is, they have to pick a winner in their mind, they cannot be okay with this one or that one. 17. 10 Steps - How to Get Started: 10. Get buy-in from everyone involved:This is the most important step in getting started and most overlooked. Failure to get everyone involved to buy-in on the idea of creating a new logo, or even theprocess of creating a new logo will lead to delays, apathy, and ultimately the death of theproject. You will have wasted everyones time and money. Once the design process begins, there is no turning back. If work has been done in the design process, and someone in the team decides that yourcompany does not need the new logo, you cannot just walk away from the project andnot pay for the time put into it. 18. 5 Steps Creating your New Logo 1. Establish Your Timeline:Set dates for stages in your project. Work backwards from your desired completion date. Ifneeded, make sure to also establish when support materials will need to be produced(stationary/website/other?) This process should come after AFTER logo is chosen.Example Steps for Logo (Support Materials) Creation: Step 1 Creative brief sent to design team (from How to Get Started Steps) by Date Step 2 Initial layouts/designs back from designer by Date Step 3 Reviews/comments/selections back to designer by Date Step 4 Revised designs back from designer (back to Step 3 if needed) by Date Step 5 Final (logo/support materials) files produced by Date Step 6 (If needed) Begin working on support materials (back to Step 1) 19. 5 Steps Creating your New Logo 2. Outline Objectives/Expectations:a. Based on uses, establish what logo versions/deliverables (formats, etc) will be needed (From How to Get Started Steps).b. How many designs/looks/variations will be presented. Insist on options (at least 3 to 6).c. Establish how logos will be presented/eliminated Determine a process for choosing from designs (important to a designer)d. Discuss how development process is expected to proceed 1. After initial presentation, a direction will either be chosen or not a. If not, make sure the process allows for additional ideas b. If so, find out how many revision stages are included as you hone in on a design 2. Make sure to get costs for further application of chosen design 20. 5 Steps Creating your New Logo 3. Hire a Professional:a. You get what you pay for dont try to get a deal (there is a reason $99 logos are $99)b. Youll get better responsiveness/after the process supportc. Can expand logo applications into other marketing areas/materialsd. Establish expectations/work processe. If termination of the relationship is desired/needed/warranted, find out what is involved/expected from both parties 21. 5 Steps Creating your New Logo 4. Get an Estimate:For deliverables needed (logo design/formats/other materials) (outlined in step 2 CreatingYour New Logo).Work for a price you are both comfortable with. If either party feels taken/shorted, therelationship will deteriorate rapidly.Dont always go for the cheapest price Some designers or design firms will do what it takesto buy the business. This discount is great on the first job, but there may be a priceshock on future projects. Make sure you understand up front where the price you agreed