LOGO and brand strategy

Once the brand on the classroom, poured large stresses Professor of design and art, suddenly turned to ask the audience I: "do you understand design?," I said. "What?! you know even design, you also do brand!" ….

I was surprised and impressed by Professor. I recognize the importance of design in the brand, a well-designed LOGO, on the role of brand image is to be aware of, but as an excellent brand manager, he is even more important ability should be reflected in any small brand technology elements perfect unity of brand strategy. Like a large concert of commanding strategist, he does not have to be proficient in the violin, piano and flute, but he clearly understand that these instruments throughout the theme the role of the concert, the movement for the different stages, he will command of different musical instruments.

Once in a while, we took on a new brand LOGO for tonal adjustment. See the designers hand over the LOGO, I actually feel head veiled with a layer of fog. Designers patiently explained to me, what is the standard figure, what is the standard words, what is the main color, what they represent, what the LOGO with the design techniques, what design skills, color comprehensive .... "Enough", I interrupt him, I must frankly told he in fact is a water buffalo, I do not understand the design.

However, I do not understand the design does not mean that I am on the LOGO of tonality debug does not have any say. In the brand system, LOGO only brand attributes, a little planning, it must conform to the brand's primary tonality, which is the same as brand name, so that people can see at a glance you know the meaning of the brand's core values.

Many of the industry to engage in CIS design is clearly such a reason, because this is their design technology places the boss. I have a friend who had been secretly give me the "teach" him is a presentation of the "design" huyou don't understand design fool boss, he said a tilted lines represent the enterprises struggling, red body color represents the enterprise positive enthusiasm ... , The boss was like chicks Peck m, kick's nod, ghosts didn't know he was really understand or fake?

I don't want to be the boss, spent a lot of money to be called a fool, even people holding as gossip joke talking. Now that the brand is a common trait of population database, so a brand LOGO of the good and bad, only have the right to review should be the focus of this part of the target population, thought, I decided to do a brand LOGO testing. However, due to project time and expenses of nervous and a certain scale of sample test is not a reality, I had to settle for second place, find some typical target consumers had a small Forum.

The Forum, we only ask two questions. One is to see what LOGO will think, the second is via our Tip some brand information, they are going to think.

Select both of these issues because I already have a set of evaluation criteria: see if they can think of LOGO and our brand core values correspond to the elements, this LOGO is too successful, follow the LOGO will also cognitive popular budget. Of course, this is an ideal situation, most cases are not to be met; if we tip our brand and we would like to express the brand core values, they can have a similar legend, and the corresponding description of the co-organisers, the LOGO design LOGO are also considered qualified; most poor is no hints and tips in both cases, cannot form a similar legend, if true, the designer of the LOGO shall be decisive.

Attending the Forum also has a LOGO designer, I told him many times in advance in the field do not excited, not to speak, because I was afraid of him hard in the creation of LOGO since the consumer appreciation and difficult to control her own feelings. Fortunately, the LOGO field exam, according to the reaction of consumers, our local places. Designers to rework and no complaints, because he witnessed a most has the right to review people's opinion, not design, I don't understand.