I was really fascinated by the display of logos because presently I am in the midst of the logo-design
process for a new
photography business venture. To help me get started, the graphics services department at Marathon Press had sent me a very informative Logo Help
Sheet. The most interesting section of the document dealt with the function of logos. What I read reinforced my belief that a good logo is a
simple
logo . . . one that will stand the test of time.
I see far too many logos created from trendy fonts that are hard to read, too intricate, or simply too
overpowering. Of course you want your
logo to be seen and to stand out, but it should never take the viewer's eye away from the images in your promotional materials. I didn't want to fall
into the trap of developing a logo that looks good today, but appears dated in a year or two. The Tip Sheet also addressed another of my
hot-button issues: having inflated expectations as to what a logo can (or should) do for your business. This is what it said:
Here's what a LOGO IS and DOES:
- A LOGO is a flag, a signature.
- A LOGO identifies, it doesn't sell (directly).
- A LOGO is rarely a description of a business.
- A LOGO derives its meaning from the quality of the thing it symbolizes.
- A LOGO is less important than the product it signifies; what it means is more important than what it
looks like.
When you look at the store logos above, they are simple and straightforward. Many have been around
for years, and all will
look just fine in years to come. I shop at many of these companies because of the quality and style of their merchandise and because I am satisfied
with their customer service -- all of which combine to add meaning to their respective brands. I'm now ready to get back to the business of creating
a logo
that will last . . . doing so with a much better understanding of what to expect my logo to accomplish and how to communicate that expectation.
So my "retail therapy" run turned out to be a good business learning experience. Now if only I could
deduct what I bought on this shopping trip as a business expense!
If you're looking for help designing or refining your logo, you'll find some great designers at Marathon
Press. Click here for information and
prices.
In the coming weeks I'll be documenting the step-by-step development of my new business venture on my blog, so you'll be able to see my new logo for yourself. I
hope you'll visit often!
Need help refining your business concept?
Want to freshen your business identity?
Thinking of rebranding your
studio?
Need an effective marketing
plan?
Last month I had the pleasure of presenting a "dress rehearsal" of Marathon's new 2-day Strategic
Marketing Workshop to 26 attendees in Atlanta. I am extremely excited about the new hands-on workshop format that will allow photographers to
actually
complete a comprehensive marketing plan for one or more of their product lines during the intensive two-day workshop. Best of all, the workshop
process will allow photographers to fine-tune their business concepts BEFORE they start to market. This is a step that often gets missed in the
planning process, and it is so important to the success of a comprehensive marketing plan. You can learn more about what went on at the Atlanta
workshop by
clicking on my latest blog entry.
The Workshop series officially debuts next month, and the tuition is a real bargain. Here are the March dates:
To register or for more information, call Marathon at (800) 228-0629.
