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Driving around town you can see design everywhere. And I mean EVERYWHERE. Even road signs are design; believe it or not. These signs direct, prohibit and instruct drivers what to do and what not to do. They are simple but effective and since their existence, give drivers a sense of safety. So, what does your brand say about you? Does it make people feel cheerful, conscious, and intrigued or are they confused and uncertain? Are they like road signs which direct customers exactly where to go to find out more about your business?

More often than not, I see branded cars stopping next to me at traffic lights. For instance, yesterday I saw a red van with most wonderful, creatively done illustrations in the rear window. I drove faster to see what the company entailed and wow, what did I see? Just a logo (which was not done very well). No information. No website. No tagline. Merely a number. I am not going to call that number, I can assure you. What will I say? “Hi, this is Mina Mookow. Can you please tell me what your business is about, because your branded van drove past me and I don’t have a clue what you do?” Nope. I think not.

For a designer this is the most frustrating and mind-blowing situation. You go through all that effort and spend all that money, to do what? Confuse the living daylights out of everyone?

What to consider:
1. Does this logo represent my business?
Representation of a business is not an easy task to achieve. You should show customers through icons and visuals what you do; it will have a much greater impact and imprint in minds. Furthermore, using fonts that entice will make your company name pop like a rocket. Together, this forms a logo.
In my opinion, a tagline is extremely useful. This is the subscript of your logo which describes what your company does even more. It is unfortunate that, if someone glances over your logo, chances are they will never get to that part. So… make an impact.

Do you know what these businesses are about? Do you understand why the iconography is used?

 

2. I have a vision for my company. Does this logo fit in?
If you have no vision, your business is like a blindfolded person stumbling in the dark. Having vision, means you must ascertain certain qualities associated with your business. Is your company a construction business that must present itself as strong? Are you a hairdresser who needs to display the image of new and refreshed? Whatever it is, you must force yourself to be a visionary, even if it feels unnatural. Look, think and feel.

3. Can this logo be incorporated into all facets of my brand?
Just to be clear: Your brand is more than just a logo. Your brand is the conglomerate of images that you portray to the outside world. For instance: merchandise, websites, social media profiles and any print media you will use. You must be able to use your logo everywhere to ensure customers are able to recognize your brand.

4. Make your contact details clear as day
Finally: be a road sign. Give ample information about your contact details, websites, social media links etc. Although you should always add a telephone number, they are difficult to remember. On the other hand, I will be able to remember cupcakes.com.

We wish you the best of luck in making the correct decision!