A Sound Investment
Three decades ago, I was in the market for a good quality microphone for my humble home recording studio. I did some reading, hit the stores, and heard a lot of sales pitches. In the end, I took the advice of a friend. “Don’t skimp on a mic,” he said. “Spend the money and buy an AKG414. It’s a great all-around microphone, and you’ll have it forever.”
Sure enough, that microphone has served me (and my recordings) well for 30 years, and it still looks and sounds as good as the day I bought it. It was a stretch for me at the time, but it turned out to be a great investment. Sometimes it just pays to pay more.
I offer that same advice to anyone thinking about creating, or even refreshing, their company’s logo. Your logo is the face of your company, that all-important first impression. Just as there are no two faces exactly alike, your logo should express with clarity what makes you unique, what makes your company the better choice. That’s a heavy load to carry, but that’s how important your logo really is. Aristotle said it best a long time ago: “The soul cannot think without an image.”
Like that microphone, your logo is more than just another purchase, it’s an important long-term investment. Take your time, and take a helicopter view of your business. What exactly do you deliver? Who is your target audience, what are they like, and where are they? Who is your competition and how do they look? How does your idea dovetail into the needs of your market? It’s vital that you ask the right questions and do the work, digging deep to find that value proposition that distinguishes your company. In other words, before you embark upon a logo design, know exactly what it is that you’re trying to express.
As close as you are to the subject, conjuring up that kind of objectivity can be more than challenging. A creative agency with the right mix of marketing strategy and design expertise can make all the difference in developing a logo that clearly and authentically communicates your message and stands the test of time. Now that’s a sound investment.