In KISS My Part I we In covered your basic design, fonts and colors. Now let’s talk graphics, direction and evolution. Logo graphics are filled with meaning. A graphic is a terrible thing to waste, or to skimp on. Going cheap with standard graphics like Clip Art, is always a giant no-no for your logo. The graphic meanings can be either straightforward or hidden. I am sure you don’t need an example of a simple, straightforward logo (or if you do, think Disney).
Let’s see an example of a hidden meaning. Check out how FedEx uses negative space. Can you see the hidden arrow? Doesn’t the arrow implicate moving forward, getting packages delivered. Brilliant.
Have a Clear Direction
Think ahead. Considering sub-brands? Be sure to have a clear direction on whether you want to relate back to the umbrella brand. There are different reasons for both, but either way, be sure from the start what will work with your business philosophy.
Take NBC. This is to portray uniformity across the different types of broadcating and programming. Their peacock is found in each of their subsidiary logos, immediately creating that connection in the consumer’s mind.
It doesn’t even need the NBC name and the correlation is still understood.
On the contrary, lets look at the Clorox Company's ownership of Burt's Bees. Yup, the bleach company. Can you make that correlation simply by looking at Clorox and Burt’s Bees logos?
When the acquisition was made, the consumer products heavyweight chose a new campaign using Burt’s Bees “green” reputation to positively reflect back on to their major Clorox brand. This would be a scenario of where a sub brand is solid enough on its own and the real value to the umbrella brand is for the annual reports.
Evolve your brand.
So you created a timeless logo, but your branding identity is not “timeless”. It needs to evolve. Go with the flow. One of the biggest mistakes in branding is refusing to change. A slight innovation to your logo can keep your business relevant, or even alter the way the consumer views your business, product or service. Just glancing at the evolution of the Twitter “bird”, he appears more confident these days; doesn’t he?
Below is an example of one of an actual client that needed to evolve in order to help exemplify the value of their institution. With just a few simple modifications we were able to do so signifigantly:
1.) Modifying the shield art, making it the "hero".
2.) Use of a more sophisticated font.
Take a look and judge for your self:
The Original Logo:
Lesson Learned: Take time to outline proportion and symmetry on your overall design, as well as individually for the fonts and graphics. Note the adjustments to the portion and symmetry in the Twitter bird above. The new and improved bird is made up of three sets of overlapping circles. Simple geometry.