A Well-Designed Interview About Design—Part II

harlanwestblogphotoBy Harlan West, Design and Marketing Professional with more than 25 years of experience designing materials for major healthcare organizations, municipalities and large corporations.

This is part two of an interview with a California State University at Fullerton graduate student. The second part dealt with my personal perception on logos.

microphone against purple disco background1.  What is the most important aspect of a logo?
The most important characteristic of a logo is memorability.  You want people to go away with a positive lasting impression. It’s all about retention.

2. Are there any considerations taken when creating a logo? (Who is the client, what is it used for, why is there a need for a logo, when is the logo created)

HW: Yes, there are many considerations.  Here’s some questions to ask:

  • What is the company’s mission?
  • What is the company’s primary product or service?
  • How long has the company been in business?
  • What is the company’s reputation and image?
  • Has the company won any awards?
  • Who is the competition and how do they market themselves?
  • What differentiates the company from its competitors? What does it offer that is different?
  • Does the company have a strategic marketing plan?
  • Have there been recent  changes/developments in the industry that will impact the company’s strategic marketing plan?

HW: Avoid logos that are cluttered or which try to say too much.  A logo symbol and type treatment need to be a cohesive unit that work well together.  A simple clean memorable symbol is best. Take a look at the CBS camera lens logo, Time Warner Cables’s eye logo, Apple’s apple symbol , the NBC peacock, the Facebook “F” and the Tesla “T.”  Elegance and simplicity if design says it all.  Less is more. Keep in mind that a logo just needs to communicate strength.  Resilience and quality. Avoid elements which get in the way of this simple concept.

3.  What do you think would be a reason for a company to change its logo design?

HW: In other words, I’d like to rephrase this question.  I recommend a corporate rebranding when:

  • A logo is dated and looks stale.
  • The logo colors are no longer contemporary.
  • The marketplace has changed and the industry has evolved.
  • A large competitor has eaten away at sales.
  • The company has taken on a new product line or service that is outside its current industry.
  • The company’s reputation or corporate image have changed.
  • New design standards are warranted. This may be a great opportunity for an update and refresh.

HW: But keep in mind that it may best to just “update” a design rather than to completely create a new logo. Years of building awareness and advertising could fall away quickly if a logo were completely “shucked.”  Customers need something that they can hang on to and they can continue to connect with. Often a new typestyle and simple “modernization” of an existing symbol is the best approach.

4.  What is your personal perception about the importance of logos in brand identity?

HW: A logo defines the company. It is a simple yet powerful means of creating a corporate image and identity.  A poorly designed logo can make a company look inexperienced and unsuccessful. A well-designed logo can make a company look strong and prosperous. The logo is the most important element in brand identity.  When it is paired with strict corporate colors, fonts, photo treatments and publication templates, it can result in a very effective branding for the company.  In other words, the logo is the defining element in the corporate branding,

5.  Do design trends (past or present) influence the design of company logos?

HW: Yes, but do not place too much stock in trends. The logo or rebranding needs to be contemporary and up with the times. Stay away from trends that quickly make a logo look dated.  A logo must withstand the test of time.

HW: I recommend designing a logo with a shelf life of at least 10 years.  A resilient logo helps to build brand retention, awareness and customer loyalty. You need to “marry your logo for a substantial period of time. In short a logo  in order to be effective must be  able to withstand the test of time.

HW: Here’s some of the many logos that we have created for our clients during the past 23 years.



If your company needs an elegantly designed publication, logo or e-publication, please contact HWDS at hwdesign@west.net.  We make beautiful things happen. To find out more please visit westdesign.com

Harlan West is the author of successfulcorporatecommunications.com and has been working as a creative director and design professional for more than 25 years and has designed and art directed hundred of publications for both print and online purposes.

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