There’re some good corporate logo designers and a host of bad ones in the world of branding companies. So, you might be thinking: what makes the diferece? Today I’m going to write about one of the keys that determine the succes or the disaster of a brand (therefore, the future of the whole company): The brand envionment.
Logos must survive in the jungle of brands, and it is a hard environment to do it. While creating a new corporate logo design for a company, designers should know about . Not only should designers know about the company while designing it, but they should also think about the market, the competitors, weak points, key strenghts, uses of the logo, the future, the changes…
Designing a new logo for your company means spending a lot of money and changing a lot of things in your business. Therefore, you must be completely sure of what logo you are looking for: a shark logo or an anchovy logo. There’re too much weak anchovies in the see, but only some sharks.
Anchovy logos need to survive hiding and running away, all they eat is what big logos dont’ like. Best logo designs are born to hunt, they are natural born predators: client predator, competitors predators, logo predators, money predators. You’ll easely regonize a shark logo because it look into your eyes wherever it is. Let’s test your logo: take it to a photocall. If seing a hiding coward in that wall, don’t think twice, fire that tiny anchovi, your company deserve a shark.