I’ve always had a strong infatuation with (and reliance on) logos. However, I didn’t realize it until college, when I took some classes that opened my eyes to the power of branding.
A good logo encapsulates the entire spirit of its company, which is actually a terribly difficult accomplishment. That’s why there are so few good logos. If there’s one thing I’ve gathered about the nature of humanity, it’s that people despise change. Every time Facebook adds features to its site (which has happened a lot during my 6 year membership), my newsfeed is flooded with disgruntled status updates. When Coca-Cola changed the shape of its two liter bottles to complement the figure of the 20 oz. bottles, the criticism abounded. We emotionally invest in specific brands we know and trust by loyally purchasing their products. (An excellent read on this topic is a book called Buyology).
That being said, customers feel a sense of ownership to their brands- and that’s why the slightest change in packaging, product, or (heavens forbid) logo, irritates people to the nth degree.
I haven’t had much experience in designing logos, but those I have created, required much conceptualizing and patience. Although I’m a horrible sketcher, I learned from the pros that it’s essential to start with a pencil and a blank sheet of paper. A good idea rarely falls into place. It starts as a humble seed and transforms into a brilliant concept when carefully refined. And refined. And refined.
After all, people resent change. So it’s best to do it right the first time.
Thanks for reading.
