Notes on Marketing, Branding and Design

What Makes a Logo “Good”

Before I get too deep into this, we have a splash page on logos titled “A “Forgettable” Logo is the First Sin in Marketing Your Business.” – https://axisvisual.com/great-logos/

A logo is a very personal item, like your signature or your favorite sweatshirt. Working with a firm to design your logo is like working with someone to design your house. There are things you like, dislike, want to see, colors you like, etc. But what is the purpose of a logo? Yes, it is something that YOU need to “live in,” or live with, but it is also, and this is of equal or greater importance, something that your client base needs to be able to “live in.” Ultimately, a logo has to function as a symbol for a company or product. One that is a quick identifier and that is used to build positive recognition for the company or product. But what makes one “good.” Simply put, here are some thoughts…

1) A good logo is not confusing. It doesn’t suffer from an attempt to include everything about the company (a brochure or web site will do that).

2) It delivers the “feel” or personality of the company (conservative, playful, technological, rebellious). It doesn’t deliver a message (direct or subliminal) that contradicts the company philosophy. In other words, if you are selling heart medication, a logo that looks like it is from an MTV spot is probably NOT a “good” logo, and visa versa.

3) It is a strong and distinctive mark that can be recognized easily.

4) It has a quality or element that can be used to reinforce the marketing focus. This works to remind the viewer of the marketing message while increasing the visual equity of the logo itself.

5) Finally, is it likable? So yes, it is your house… but if you don’t put some thought into how your customers think (Actually, we do that for you) , you just might not have too much company.

Why do logos exist

Historically, businesses would have symbols on their signs, indicating what they did for their community. A silversmiths, a Cooper, a blacksmith, a candle maker and others all might have signs that graphically indicated their profession. At the time, these were largely intended to inform those that could not read. These signs might be considered the early seeds for the creation of logos.

Over the years, and with the majority of people being able to read at this point, logo styles have gone through many evolutions. There was a point when they were created as more complex illustrations than symbols. There was a point in the 80s when logos were so simple that they almost lost any sense of individuality or human connection.

One of my favorite examples of a logo through history is the Prudential logo. For more than 145 years they have used the Rock of Gibraltar image put the style and look of their logo has changed radically over the years. Note that the 1984 version was very sterile and cold. They didn’t keep that version of the logo for long.

Logos exist to serve as a visual representation of a company or organization. It is a unique symbol, design, or emblem that is used to identify and differentiate a brand from its competitors. Logos can be in the form of images, typography, or a combination of both, and they are often created to be easily recognizable and memorable.

A well-designed logo can help a company to establish its brand identity, build brand recognition, and foster a sense of trust and credibility with its customers. Logos can also serve as a tool for marketing and advertising, as they can be used on various products, advertisements, and promotional materials.

In short, logos exist to visually communicate the identity of a company or product, and to help it establish and reinforce a strong and memorable brand presence. A logo can create the initial “First impression” that someone might have about a company. If the design of the logo and the subsequent branding is done well, you can set the stage for a strong promotional message.

A Good logo does…

A good logo can have significant value for a company or brand. Here are a few reasons why:
1. Brand recognition: A well-designed logo can help a brand to stand out and be easily recognizable among its competitors. It can serve as a visual representation of the brand’s values, personality, and message.
2. Brand loyalty: A strong logo can help to create a sense of trust and familiarity with customers, which can lead to increased loyalty and repeat business.
3. Professionalism: A professional-looking logo can help to convey a sense of credibility and expertise to potential customers.
4. Marketing and advertising: A well-designed logo can be used effectively in various marketing and advertising materials, such as business cards, brochures, and social media posts.
5. Differentiation: A good logo can help a brand to differentiate itself from its competitors, especially in crowded or highly competitive markets.
Overall, a good logo can be a valuable asset for a brand and contribute to its success in many ways.

And… just by coincidence, we create logos for a wide variety of companies and products. If you would like us to help with your logo, let us know.

“I didn’t Know You Did That”

That’s a phrase that just digs at an entrepreneur’s heart. We all try so hard to be clear with our product offerings and let people know “what we do.” For many years I’ve said that one challenge that many companies have with their marketing is that they are too close to their own products or services.

Companies can assume that their target audience knows as much about their products as they do. This error in thinking results in two problems. 1) Companies start their dialogue with potential customers at too high of a level. They jump right into the details that they think prove their value, forgetting that their audience, who usually does not work in their field, simply does not have the same level of expertise about their product or offering. As the result, their audience gets confused… not quite a benefit when trying to promote a business. 2) The second problem is that there can be an assumption that the target audience knows the complete product or service offering of a company. In most cases, they don’t. It’s heartbreaking to hear someone say “I didn’t know you did that” I just bought that from this other company. There certainly is value in talking high-level, to discuss the philosophy, the quality, and the benefits of working with a particular company. But there are times when a business needs to make it clear as to what exactly they are selling.

So, let me take this opportunity to throw out a list of the things that AXIS Visual designs and creates for our clients.

• Branding and logo design
• Branding systems
• Corporate communications
• Publication design
• Website design and development
• Direct mail
• Printed communications
• Package design
• Trade show materials
• Signage design
• Email and social media design
• Presentation design
• Product or service literature
• Event promotions
• Advertising
• Stationery design
• Current branding evaluation
• Visual communications of almost any kind
• Happy to listen to other requests as well

Branding and Decision Making

There is a strong relationship between aesthetics and decision-making. Aesthetics refers to the study of beauty and visual appeal, design involves the process of creating something that is both functional and visually pleasing. Both aesthetics and design have a significant impact on decision-making because they can influence how we perceive and interact with the world around us.

One of the ways that aesthetics and design affect decision-making is through our emotional responses. When we see something that is aesthetically pleasing, it can evoke positive emotions such as happiness, contentment, or awe. This emotional response can then influence our decision-making by making us more likely to choose or prefer something that is aesthetically pleasing over something that is not. For example, when choosing between two identical products, one with a more aesthetically pleasing design, such as a phone or a car, or even a company or service we are more likely to choose the one that looks better, even if it has a higher price tag. This is because we associate better design with higher quality and better functionality.

Aesthetics and design can also influence our decision-making by making something more memorable. When we encounter something that is visually appealing, we are more likely to remember it. This can be useful for brands and businesses that want to create a lasting impression on their customers. By investing in good design and aesthetics, businesses can create a unique and memorable identity that sets them apart from their competitors. In addition, aesthetics and design can also affect our perception of an object’s usability. When something is well-designed, it is easier to use and navigate. This can make it more appealing to users and can result in increased usage and engagement. This is particularly relevant in the marketing world, where good design can make a website or marketing materials more user-friendly and intuitive.

Finally, aesthetics and design can also affect our perception of an object’s value. When something is well-designed and aesthetically pleasing, we tend to perceive it as more valuable than something that is not. This can influence our decision-making by making us more willing to buy something that we perceive as more valuable. Effective branding can set an expectation of value in a customers mind.

In conclusion, aesthetics and design have a significant impact on decision-making. They can influence our emotional responses, make something more memorable, affect our perception of usability and value, and ultimately impact our choices. Therefore, businesses and brands that invest in good design and aesthetics are more likely to succeed in creating a unique and memorable identity and increasing customer engagement and sales.

What Do You Want To Accomplish Today?

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Other Side of the Camera

I tend to be much more comfortable behind the camera than in front of it. But occasionally, like anyone selling anything, I need to step in front of the camera. This is a recent video that I did to introduce myself and my company.

 The environment for communicating always changes. Communication has to adjust as well.

When you are ready we’d be happy to help with your communication, design, and marketing needs.

Stay well. Stay safe.