The Root Of The Logo
The “Logo” is a little image that archetypically sums up your business. It’s a little mascot if you will. Nike has the stylized “checkmark”. McDonald’s has the large curvy “M”. Microsoft has a little artistically rendered window, and a white apple with a bite taken out of it is emblematic of Macintosh. These are all that is commonly referred to as “logos”; but they’re not just cute little pictures.
Consider a line, now consider a circle, now consider a sphere. Each is archetypal. The line is like the smallest form of the circle—maybe you could say it’s a circle in one dimension. A circle is what the line could become—though it could also become a square. The addition of two dimensions expands potential. A sphere expands it further.
Well, the logo is archetypical of a larger concept. So whatever you design, you want it to naturally evoke what you do in some way. If you strike the right balance here, you’ll be able to market with greater flexibility. But if you’re too abstract, or too unnecessarily specific, then you’re going to limit what you can do.
Versatility In Logo And Marketing
Ideally, your logo should be able to appear anywhere, but remember that the internet is everywhere today, and you need to have a logo that builds your online reputation positively.
If you were a business selling new technology in a way which was deliberately evocative of the sensual, then you’d want to choose something which could appear in public, but still, emphasize what your brand is all about—like the Rolling Stones mouth. If you were a music company who was trying to be cutting-edge, it would get you in trouble if your logo were a profane word of some variety.
Meanwhile, if you were an organization that emphasized one political party or another, you might want a logo that doesn’t immediately give you away. Sometimes what you’re doing may be contrary to the majority opinion, and you’re trying to sway it. If your logo emphasized something which was too identifiable with your stance, that could keep those “on the fence” from even considering you.
Designing a logo is simple, but complex—it’s like a good song, really. Some of the most memorable songs are the most simple; like “Don’t Worry, Be Happy!” (little known fact: Robin Williams makes a cameo in this video). That song is incredibly simple, yet incredibly memorable. It could have been dreamt up in an afternoon, and yet it is a worldwide classic.
So a logo may seem simple, but really there’s a lot to consider. You want to consider your target market, where that market resides, what outreach will look like, and how best to accomplish that outreach. Merchandise of a marketing nature like pens, frisbees, coffee mugs, t-shirts, stickers, and other similarly associated swag will likely be branded with your company’s name and/or logo. Any official products will likely bear the mark somewhere.
Strategic Logo Design
One way to help round out logo design and marketing strategy simultaneously is to work with branding and your online presentation. Most of the sites today are created in WordPress and if you are developing a brand – then the best way to present it to the world is by a custom made website. UPQODE is a WordPress web design company that creates custom sites for a variety of clients.
The truth is, it’s not just that your logo has to be flexible, your basic outbound marketing strategy does as well. The two have a symbiotic, interdependent nature. You need to use Search Engine Optimization (SEO) as appropriate, Social Media Optimization (SMO), and perhaps even Pay Per Click (PPC).
You’ll also want to have a presence at varying conventions, design banners, consider billboards, have apps made for mobile download, make print, radio, and television ads, and more. Except for radio, your logo is going to be prominently featured in all these arenas. It had better be a good one!
Another thing all these have in common is content. For any outbound marketing to have success, there must be some content on which potential clients can moor their interest. They’ve got to have a connection point. On the web, written content that is SEO optimized can be very effective at building a large following—it’s just got to be managed appropriately and regularly updated.
Pursue All Legitimate Marketing Strategies
Another means of outreach that involves marketing, but in a sort of back-handed way, involves PR; or Public Relations. PR marketing may take the form of donation, provision of scholarships, or some other philanthropic pursuit. (Today it has a high digital component as well.)
You can issue press releases, and you can additionally claim tax benefits in many situations where such action is pursued. Get logistic and creative enough with your approach, and what you save in taxes could overcome the cost of the philanthropic event, ultimately saving you money while gaining your exposure.
That’s easier to say than to do; but when you consider that scholarships issued by the private sector in the United States are only between about $2k and $5k, the possibility of tax benefits for larger organizations issuing such scholarships becomes notable.
Accordingly, any logos you have should be permissible on such PR-related philanthropic pursuits. To wrap it all up: in terms of marketing, you’ve got to be unilaterally flexible. Whatever logos you design must be likewise adaptable.