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Identity Makeover Is your company ready to look the part of a leader?

Author: sikich-llp

Post on 28-Jan-2015




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Is your company ready to look the part of a leader? Establish your corporate identity with a great logo! This presentation shows how to create and manage an effective logo, and provides the steps to help you get started.


  • 1. Identity MakeoverIs your company ready to look the part of a leader?

2. Brand Identity and Corporate IdentityThese are two distinct and concrete concepts. However, both playoff each other and are part of one another.Brand Identity: Your Customers PerceptionCorporate Identity: Your Companys ClothingUnfortunately, many companies sometimes believe that the visual changes will change the brand image. Butchanges to logos, signage, and even outlet design do not always change consumer perceptions ofquality, service, and the intangible associations that are made when the brand name is seen or heard.You cant make a silk purse out of a sows ear.You cant polish a turd. 3. Brand Identity (Basically: Your Image)Definition:A brand identity is the expression of the relationship between your company and itsconstituents. It is the sum of all experiences with your company and the promise yourcompany makes to perform. 4. Corporate Identity (Basically: Your Logo) Definition: Corporate Identity is the visual means by which organizations, businesses and manufacturers are recognized and distinguished from each other. A companys name, logo, typeface, colors, slogan/tagline are all elements that help comprise a companys corporate identity. 5. 5 Elements of an Effective Logo1. Describable: If you want people talking about your logo (and you do), it must be easy for them to describe.2. Memorable: Being memorable is one of the most important aspects of your logo design and should not be overlooked during the design process. Take the Nike logo for example, its incredibly easy to remember.3. Effective in 1 color: Its important to remember that there will be many times when color isnt possible for the placement of your logo. Whether its on a t-shirt or newspaper, sometimes you can only use black or white. If the design of your logo depends on multiple colors, it will not be effective when color isnt an option. IMPORTANT: THIS GOES FOR SHADES OF GREY TOO!4. Scalable: Your logo must be just as effective on the side of a billboard as it is on the side of an ink pen. If your logo is too complicated, it will lose most of its detail when printed small.5. Relevant: Your logo design must be relevant to your industry. You wouldnt want to use a childish looking font for an airplane parts manufacturing company. 6. Thinking about a new logo?Remember: Superficial reasons for a logo redesign needunderlying support from a philosophical basis to be valid.Why do you WANT to redesign (Superficial Reasons) Im tired of looking at our logo I dont like the colors/style/design We have had it for a while/it looks dated We just dont like it I am new to the company so I want to change it/make my mark Competitors logos are perceived to be better 7. Thinking about a new logo?Why do you NEED to redesign (Philosophical Reasons) Current logo does not convey the companys purpose or mission The company has changed direction ownership offerings location Current logo has no equity has no support/buy-in from staff, no one is tied to it is not recognizable Current logo doesnt "say" anything about our company Current logo is too abstract plain/nothing distinctive confusing/busy 8. 10 Steps - How to Get Started: 1. Understand the goal, plan ahead A logo establishes an image of your business, brand or product. Explain your business, its values, mission statement and promise ofhigher standards of care and quality. Doing a little legwork at the beginning will help the process go much more smoothly. Once you get to the design stage, most if not all the questions should be answered and asolid direction should be established. 9. 10 Steps - How to Get Started: 2. KISS (Keep it Simple Stupid):Simplicity is the key to designing your business logo. Having a single focus is critical. Youmust be clear on what your identity is first, develop a concise company logo that clearlystates your company identity. 10. 10 Steps - How to Get Started: 3. Identify your target audience:Do make sure that the logo is designed with the target audience in mind. An effectivelydesigned logo is compatible with the consumers of the product or services that you provide.Therefore your logo could be designed to appeal to the interests of the customers. 11. 10 Steps - How to Get Started: 4. Research your competition:If you are ready with your company name then look at the logos of your competitors. This willgive you an idea of what is present in the market and help you decide what works and whatdoesnt. You can then develop a logo that best suits your corporate identity. 12. 10 Steps - How to Get Started: 5. Research famous logos:Researching giant corporations (that pay millions of dollars on identity) will give you valuableinsight on how best to steer your design. Large corporation logos are usually very sound indesign and simplicity. Especially look at logos in your target or similar markets 13. 10 Steps - How to Get Started: 6. Generate some key words or phrases:Write down some key words or phrases that you feel best represent your companyspersonality, philosophy and what your customers think about it. These words and phrasescan be invaluable to the designers that will eventually be taking on the project.Examples: Personable Experienced Knowledgeable Professional Leaders in our field Quick Timely Current (Up to date) Friendly 14. 10 Steps - How to Get Started: 7. Identify logos you like/dont like:This exercise will help a designer determine which visual cues you most prefer/like and moreimportantly dont like!Example: You make accessories for shoesLikeDont Like 15. 10 Steps - How to Get Started: 8. Determine beforehand the potential uses for the logo:Designers will design a certain way based on the logos uses. For example: If the logo is tobe used on packaging, billboards and tradeshow displays, they might lean one direction, butif it is only to be used on letterhead and business cards, they may go another.Will it be used on: Small printed materials (brochures, packaging, stationary) Large printed materials (billboards, displays, vehicle graphics) Websites Video 16. 10 Steps - How to Get Started: 9. Figure out who will be involved in choosing the new logo:This is critical. The less people involved in the elimination process, the better. Here are a fewhelpful strategies:a. It is okay to have a committee but the committee does not NEED to see everythingb. Keep your committees an odd number (3, 5, 7, etc) This eliminates the possibility of a tie between logosc. Identify one to three KEY people to make the initial cuts to the choicesd. When presenting to a committee, bring in no more than 3 choicese. Insist that committee members make a clear choice, that is, they have to pick a winner in their mind, they cannot be okay with this one or that one. 17. 10 Steps - How to Get Started: 10. Get buy-in from everyone involved:This is the most important step in getting started and most overlooked. Failure to get everyone involved to buy-in on the idea of creating a new logo, or even theprocess of creating a new logo will lead to delays, apathy, and ultimately the death of theproject. You will have wasted everyones time and money. Once the design process begins, there is no turning back. If work has been done in the design process, and someone in the team decides that yourcompany does not need the new logo, you cannot just walk away from the project andnot pay for the time put into it. 18. 5 Steps Creating your New Logo 1. Establish Your Timeline:Set dates for stages in your project. Work backwards from your desired completion date. Ifneeded, make sure to also establish when support materials will need to be produced(stationary/website/other?) This process should come after AFTER logo is chosen.Example Steps for Logo (Support Materials) Creation: Step 1 Creative brief sent to design team (from How to Get Started Steps) by Date Step 2 Initial layouts/designs back from designer by Date Step 3 Reviews/comments/selections back to designer by Date Step 4 Revised designs back from designer (back to Step 3 if needed) by Date Step 5 Final (logo/support materials) files produced by Date Step 6 (If needed) Begin working on support materials (back to Step 1) 19. 5 Steps Creating your New Logo 2. Outline Objectives/Expectations:a. Based on uses, establish what logo versions/deliverables (formats, etc) will be needed (From How to Get Started Steps).b. How many designs/looks/variations will be presented. Insist on options (at least 3 to 6).c. Establish how logos will be presented/eliminated Determine a process for choosing from designs (important to a designer)d. Discuss how development process is expected to proceed 1. After initial presentation, a direction will either be chosen or not a. If not, make sure the process allows for additional ideas b. If so, find out how many revision stages are included as you hone in on a design 2. Make sure to get costs for further application of chosen design 20. 5 Steps Creating your New Logo 3. Hire a Professional:a. You get what you pay for dont try to get a deal (there is a reason $99 logos are $99)b. Youll get better responsiveness/after the process supportc. Can expand logo applications into other marketing areas/materialsd. Establish expectations/work processe. If termination of the relationship is desired/needed/warranted, find out what is involved/expected from both parties 21. 5 Steps Creating your New Logo 4. Get an Estimate:For deliverables needed (logo design/formats/other materials) (outlined in step 2 CreatingYour New Logo).Work for a price you are both comfortable with. If either party feels taken/shorted, therelationship will deteriorate rapidly.Dont always go for the cheapest price Some designers or design firms will do what it takesto buy the business. This discount is great on the first job, but there may be a priceshock on future projects. Make sure you understand up front where the price you agreed tocame from. This give you insight to future costs. 22. 5 Steps Creating your New Logo 5. Be keenly involved in the design process:a. Explore possibilities 1. Should be a "range" of options from expected to unexpected 2. Never know where inspiration will come fromb. Keep an open mind 1. Dont be locked in to one preconceived notion or idea 2. Dont be automatically drawn to the obvious 3. First idea is not always the best idea 4. Remember that there are always multiple ways to explore a concept/idea/look 23. 5 Steps Creating your New Logo 5. Be keenly involved in the design process:c. Make sure to arm your designers with any information they may need/request 1. Like a tennis match designer will need certain information to proceed. Makesure they have it.a. Keeps the process movingb. Leaves no question unansweredc. Requests might even seem odd, but there could be a valid reason for needing certain information. Always okay to ask Why? 2. Designers need feedbacka. Do not be afraid to say you do/dont like somethingb. If you do/dont like something, have a reason why you feel that wayc. If the designer misses the mark entirely, let them know. 1. Deserve the benefit of the doubt in first round 2. If they miss the mark or concept or just seem to not belistening,end relationship, move on, adjust expectations/timeline, findanother design team 24. 5 Steps Managing your New Logo 1. Protect your Logo:Mail to yourself (most basic way to establish creation date)DO NOT OPEN UPON RECEIPT!Notary Public (Can help establish an official creation date)Can ALWAYS add a TM with no cost or legal involvement. But it is better protected bya Registered Trademark (no one else can use it, you will have concrete legal recourse) 25. 5 Steps Managing your New Logo 2. Create a Standards Guide:Gives staff a sort of Rules of the Road.Makes for easier reviews. 26. 5 Steps Managing your New Logo 3. Identify style/usage "Police: People on staff to enforce standard guide rules. 27. 5 Steps Managing your New Logo 4. Control all distribution of logo/identity: Establish one source of contact, or a CD/folder resource with all acceptable versions of the logo and other materials. 28. 5 Steps Managing your New Logo 5. Insist on reviewing most if not all uses: Establish a protocol and stick to it. This can be a person, e-mail address or some other depository where people submit items for review. As time passes, usage rules will become second nature and will require much less policing and management. Do not wait to act. Correct any issues as you see them. Once someone gets away with something a few times, it is deemed acceptable and manifests from there. 29. Examples Successful Identities: Design student paid $35 for original concept. Nike: 40 years 30. Examples Successful Identities: Arches were part of the original restaurant design. McDonalds: 50+ years 31. Examples Successful Identities: How was the script decided on? The owners felt that the two Cs would look well in advertising. Coca Cola: 75+ years 1886 19412003 32. Examples Famous Logo Makeovers: Did one company force the hand of the other? Caribou Coffee (Redesigned March 2010) Starbucks (Redesigned January 2011) 33. Examples Famous Logo Makeovers:Target audience backlash forced them back to version 2. The Gap (1972 Original Logo) The Gap (Iconic 80s Logo) The Gap (Oct. 2010 New Logo) Lasted 1 week.Person who oversaw the logoredesign resigned 4 mo. later. 34. Examples Famous Logo Makeovers: Update an outdated but iconic logo Walmart (1962 Original Logo) Walmart (1964 Logo First used company wide) Walmart (1981 Logo) Walmart (1992 Logo) Walmart (2008 Current Logo) 35. Examples Other Famous Logo Evolutions 36. Examples Other Famous Logo Evolutions 37. Examples Other Famous Logo Evolutions 38. Examples Other Famous Logo Evolutions 39. Examples Sikich Logo Makeovers: Define new company image and direction Aquascape Designs 19931995 1996 40. Examples Sikich Logo Makeovers: Define new company image and direction Aquascape Designs 1999 2004 41. Examples Sikich Logo Makeovers: Define new company image and direction Aquascape, Inc. 2007 42. Examples Sikich Logo Makeovers: Modernize logo, bring out company personality Vela Insurance 1997 43. Examples Sikich Logo Makeovers: Modernize logo, bring out company personality Vela Insurance 2009 44. Examples Sikich Logo Makeovers: Convey versatility and capability Packaging Design 2000 45. Examples Sikich Logo Makeovers: Convey versatility and capability Packaging Design 2011 46. Exercises Look at your companys logo Use Company Logo Critique Worksheet to grade your own logo If you score in the 49+ range, you may want to start looking hard at your logo Use the Do You Need a New Logo flow chart, just for fun(courtesy of Watermark Design, Charlottesville, VA). 47. Questions?