Have you ever walked into a room with a freshly lit candle? The aroma overtakes your senses and you can’t smell anything else… for a while.
However, as time passes, the smell becomes part of the atmosphere. You may even forget the candle is lit until its flicker catches your eye in the distance.
So, how does your logo smell?
You see, the same thing that happens with a freshly lit candle in a room can happen with your brand. Perhaps it was new and exciting at first, but over time it has simply become part of the background. Or perhaps you didn’t like it at first, and now you’re so used to it that you don’t even notice it is there.
But what are other people experiencing the first time they see it?
Your logo is the face of your business; it is how people remember you. Maybe it is time to take a step back and look at your brand with a fresh set of eyes… or nose.
Here are a few questions to consider as you look at your logo. And since we can all be biased toward things we are accustomed to, perhaps ask some friends or family to take a look.
Is it legible?
This may seem like a simple question, but it can be deceptive. Our brains can make assumptions about what we see without truly reading the words. Therefore, if you already know what it says then of course it is easy to read.
We encourage you to take a look through a fresh set of eyes. Really look at the letter forms and ask yourself, or your friends, if your logo is easy to read.
Is it outdated?
Design trends, catchy fonts, and color schemes all come and go over time. So, a logo that was trendy ten years ago may look dated today. Using good design principles that transcend time helps us create timeless logos that last. Is your logo well-designed or was it part of a trend that is no longer relevent?
Is it too complicated?
One of the key ingredients in a good logo is simplicity. A good logo does not have to say everything about your business in one fell swoop. It should simply be a unique identifier that people can recognize and associate with your organization
Does it make sense?
Your logo doesn’t have to say everything about what you do, but it does need to make sense for your organization. For instance, a law office logo should not look the same as a daycare center. Does your logo help convey the type of business you do or does it confuse people?
Does it work everywhere you use it?
Can it be read at various sizes? Is it just as intelligible in black and white as it is in color? Does it have variations that can be used for different applications like pens, t-shirts, and signs? Your logo should look just as good on your social media profile as it does on your business card, which may mean having multiple connected versions of the logo as part of the overall brand. This is called a brand identity system. If your logo appears in a wide variety of locations, you may need a system of logo variations that work together to represent your brand.
How did your logo do?
Maybe your logo is perfect the way it is, maybe you could use a little refresh, or maybe you have no idea and you want someone else to take a whiff. Let us know! We would be happy to give your logo an honest sniff, and we look forward to talking with you.
