In cuisine, an amuse-bouche serves as a gateway to the chef’s imagination. Literally translated as “mouth amuser,” the delectable morsel has the potential to set the mood for the entire dining experience and can serve as a palatable introduction to the culinary value the restaurant is set to provide. In branding, a logo presents a similar opportunity to entice the consumer and establish perception of business value.
The corporate logo is a visual representation of the company’s offering and comprises an initial facet of its branding strategy. Like a well-constructed amuse-bouche, a logo serves as a key identifier that can provide consumers with instant and powerful brand recognition. It is, for all purposes, an “eye amuser” designed to catch the viewer’s attention and help form a first impression of the business. Ideally, a good logo not only establishes brand identity and a professional look for the enterprise, it builds brand loyalty.
Formulating a solid branding strategy should be a precursor to embarking on the logo creation process. Why? A well-designed logo is a mini-advertisement for its company. Without a supporting strategy, the logo may reflect the wrong message and weaken the overall marketing effort. Is the service or product playful or serious? Targeted to specific demographic? Oriented around an industry? These questions play a significant role in deciding even small design issues such as font and graphic selection.
The objective of any logo design is to portray the company’s values and goals. A good graphic designer or design team can be instrumental in capturing this underlying message. The following guidelines provide a starting point in logo design.
- Focus on the message. Clearly define the message the logo must reflect. Effective logo design should create a strong association to the corporate brand.
- Emphasize clean and functional. A logo should scale well and be easily reproduced. Icons are better than photographs, which may be indecipherable if enlarged or reduced significantly. Ensure that the logo can be reproduced in black-and-white so that it can be faxed, photocopied or used in a black-and-white advertisements as effectively as in color.
- Establish a strategy for growth. A logo should demonstrate a level of professionalism and growth regardless of the company’s current size.
- Market-test the appeal. If time and budget allow, experiment with a few logo designs and test viewer reaction.
- Ensure that the logo outlives trends. A memorable and distinctive logo conveys a consistent corporate message through the years. Some companies choose to redesign their logos as their corporate image matures, but this can be a costly process that blurs corporate identity.
- Protect the logo. A logo embodies a company’s brand and should be trademarked to protect its use by others.The U.S. Patent and Trademark Office site describes the trademark application process.
A strong branding strategy uses design effectively to communicate a message, attract the target audience, and position the company. Good logo design is yet one simple yet palpable component of a strategy designed to build brand equity.