You may have designed your logo yourself in PowerPoint or used an online logo site to have your design created. Or, you may have even had a professional Identity designer create your logo/identity for you (kudos to you). While I am not a big fan of the first 2 options, the reality is that however you get your logo/identity made, it is often up to you to make sure it is used properly and I find a lot of businesses fail at that.
Even if your logo/identity is sub par, by implementing some of these tips, you can most definitely improve upon what you have and how it is perceived. See how many of these tips you already implement. The more you can check “yes” to, the better chances are your identity will be more successful.
Contrary to popular belief, your logo is NOT your brand. It is however a visual representation of what your company or business represents—their values, their positioning and the experience they deliver to their customer. The logo is an identifier that reminds people what the brand is. The brand is what keeps people coming back for more because of the experience it provides. The logo/identity is only one facet of the brand, and the identity has many facets in and of itself.
Deciphering Designer Jargon
As a designer, there are a host of terms that are unique to my profession. I forget that my clients may not know what I am talking about at times because it is just second-nature to me. This is usually evident when I get the “deer in the headlights” look from them or receive an uncomfortable silence from them on the phone. I have to remind myself that I need to take that into consideration when discussing projects. There are many clients who are already savvy since they have been in my industry in one way or another. Then there are the clients who just don’t know and that’s okay. It’s part of my job as a designer to educate my clients and this list is for them and anyone else who cares to know. I think it is important to have clear communication with your clients on all levels. It makes for a better product and a better relationship, because in the end, we build relationships with our clients.