Axxis Buzz

I received a query this morning from my good friend, Zach Ferres, owner of BounceHost, an IT, web development, and hosting company. Zach is refining his company’s service offerings, and this has led him to re-branding. Zach has sent his design requirements to several designers, and has been having a hard time deciding which logo he should choose. I have been privileged to be included in his decision process, and follows is some of the advice I shared, which you may find useful.

“Hi Zach,

When I design a logo I think of the following things (among others) that may help you in your decision:

• Does the proposed logo strongly relate to your company, products, or services?
• Does it convey the brand image of your company, product, or service in an accurate way?
• How quickly and easily can it be interpreted by the viewer?
• Especially with small companies on a budget, will it reproduce well in black & white for inexpensive printing without losing the idea?
• How will it be used? Web, print, signage, billboards, vehicle signage, t-shirts, hats, etc… Is it simple enough to convey what you do and brand image quickly if it’s on a billboard or vehicle sign, viewed at 50 mph?
• If it might be used on an embroidered shirt or hat, can it be reproduced in that medium easily…without killing your budget?
• Will it detract from the medium it’s used in? Will it complement the message or overtake it?

You are suffering from choice overload. You are going about it the right way, given that you now have so many choices… the process of elimination is important. Narrow it down to 2 or 3, and let the remaining ones lurk on your taskbar or print them out. Walk away. Several hours or a day later, look at them quickly, and see what you gravitate to immediately. Your first impression is probably the best (your customers aren’t going to give it more thought than that).

Cheap Market Research:

Show your choices to others, and take only their very first impression. Email the two options to customers, put them on your Facebook page, take a vote. This will give you opinions and make your customers feel important and invested; you are engaging them, and this is always good!”

If you’re in the same decision process, putting your favorites into a design mock may be very helpful. What does it look like on a business card or on a web page? This can often lead to design considerations you may have overlooked! This will also lend perspective. Remember, your logo is important, but it’s only one part of the marketing materials you will use. Don’t let it get lost, but don’t let it take over and eclipse your message!

Do you want to vote on Zach’s new logo?

Here are my favorites from his choices:

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