What
makes a memorable logo?
Is
it the direction of the arrow in the company name? Is it the subtle,
almost hidden figures dipping chips in salsa?
Could
be.
I
will say, right out of the gate, that popularity doesn’t hurt.
Familiarity matters. There are those signs that you spot, from
a mile down the road, and know exactly what it’s going to be when
the images and lettering take form and focus. But those that we
know, we know for a reason. Time and experience and marketing
went into that recognition.
For
me, right now, I’m trying to figure out where you would go on
your own if asked to start your design on a blank page.
There
are, as I think we all know, people that study the science and
math and statistics in all this. In these areas, the discussion
is not just what color looks best, but a deep dive into what colors
represent and inspire along with how combinations of color for
images and wording look against different colors in the background.
We
could go further. Magic words. Use and do not use images. However,
regardless of the wording used to describe the efforts, or the
hours invested in team meetings and research, the realities are
easy enough to express. You need to connect with your audience.
That’s job one.
How
often have you been heading down the road, to a place you’ve never
been, and almost miss the turn because the building didn’t have
a sign out front that you could identify easily ahead of time?
By the time the labeling for the property connected with the understanding
within your head, you were fifty to one hundred yards beyond the
turn into the parking lot. Be honest, even with a quality app
leading the navigation, we’ve all continued to drive because we
didn’t recognize the restaurant façade or perhaps even
see the turn into the parking lot.
But
it’s so easy to overcomplicate the efforts at the moments of simplification.
Appealing colors. Ok, that’s smart. Some type of imagery that
coveys what you do. Again, nice. Easy to read and quick to spot.
Works in a variety of ways, across all sorts of marketing methods.
Will seem as fresh and relevant ten years from now as it does
today, or could with minimal changes. Every target for the design
brings another layer to the design.
But
here comes the finished product, and someone is being paid to
incorporate the family name and beloved dog into a sign for the
parking lot. I just want to be able to spot the roadside seasonal
ice cream stand. Chances are… regardless of how cute it looks…
I’m going to miss that a soft-serve twist cone with chocolate
sprinkles is to be found at the picture of the golden retriever
with a tennis ball in its mouth.
Years
ago, we were having a party at our house for the Super Bowl. (Umm,
excuse me, for the big game. It was for the big game. I never
said Super Bowl party.) Anyway, while out shopping, Terry had
spotted a party is here kind of sign, wanted it, and set it up
with some balloons at the end of our driveway. About an hour before
kickoff, the doorbell rang. It was a couple that none of us had
ever met that was driving along the road and saw the sign, and
they were looking for the promised party.
There’s
an argument out there that builds on the notion quality finds
its audience. I like the concept. Do good work, get it out there,
and people that care will find it. Unfortunately, there are millions
of people and businesses that will happily join in the debate
for the other side, saying their quality was offered and never
found by an audience.
Is
it the colors? Is it the repetition? Is it an accident?
In
the end, it’s a brand. It’s what you associate it with. The science
is nice. The data important. But if you’re serving horrible ice
cream, chances are good that the adorable cow in the colorful
field of beautiful flowers won’t be able to overcome the quality
issues for long. (Same for the golden retriever.)
So
do the work, because every element is important. But overplanning
to design the perfect sail will never matter if the hull of the
boat leaks.