You see, it's just that it is one of the projects that we work on that causes the most undue stress, agony and HEARTBURN. The reason this happens, is because many business owners just plain believe that their logo is their brand. They truly believe that this is what defines them; therefore, it MUST be so incredibly mind blowing that they can barely speak real words when they see it.
And what happens when a small business owner thinks this way? They start to fantasize in their mind long before we present creative to them about how awesome it is. Do they realize that these types of expectations can rarely ever be met? Probably not. Inevitably, they are disappointed when they see the logos and don't fall ass first right out of their conference room chairs. It's a task that is seldom met by even the great agencies of the world, especially in the first round.
What we need to work on is making sure a customer's expectations are realistic from the start. The truth is, your brand is so much more than just how awesome your logo is. Your brand is your unique selling proposition (USP), your people, your culture, your product, your service, etc. These aren't things that can be communicated with just a logo or "graphic design." Think about it - some of the best brands in the world have logos that could have been designed by a wanna-be artist.
Don't believe me? Well, you've probably never even paid attention because logos are seldom shown by themselves without their other brand elements - they're usually communicated with an emotion or a message. Nike, Microsoft, VW, Sony - they're not good logos, they're well communicated brands. Check these beauties out:
So, Mr. or Mrs. marketing director or small business owner - the next time you have your agency design you a logo for your brand, make sure your expectations aren't out of whack - you could end up unnecessarily disappointed.
Until next time,
Garret Ohm
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