Logotype is face of brand. Do not save on face

How Logotype works. In chain “perception-attention-interest- recognizability”, the logotype is responsible for the first point and shares with slogan the second point. I will write about interesting and recognizable slogans in one of next articles. Seeing advertisement or other information about brand , the consumer asks himself “Should I spend my time to this?”.

Logotype should give consumer positive answer. If the logotype was developed unprofessionally, the consumer will switch his attention to other brand and interest to your brand will be lost. So, to order to develop your logotype to polygraph company, which prints your business, cards is almost as same as to trust your car maintenance to unknown mechanic. The result will not satisfy you.

Only lazy persons do not work as logotype developers in Tashkent. But not all of them can create quality product as majority of designers are not specializing in development of firm style. Logotype is part of firm style.

Ordinary designer can draw attractive and beautiful logotype, but it will not bear information, about which we talked above. Designers, who has knowledge about marketing, can create logotype, which positions company and deliver it to targeted consumers via logotype.

Work on creation of logotype starts with formation of technical task or brief for designer. Brief should disclose information about brand, its competitive advantages, target auditoria and positioning. The brief can also include special demand about color, fonts, style of future logotype. It can also include information on logotypes of other brands, which you like or not.

Before the start work on logotype, the designer should have maximum information on object of his work. Usually, the customer says to designer “we need logotype within three days and cheaper”. In the result, the market has saturated with low-quality logotypes and you cannot name some of them as logotype at all.

So, you are business owner. You have set production and people are working. You asked your friend to develop logotype and do not pay attention to this “mark”. Now imagine, changing your logotype with professional designer and spending half of salary of your secretary, you will increase number of calls from your clients by 15-20%.

Aren’t you impressed? In that case, I propose you other variant: do not answer to each third call to your office within a month. Number of clients, who you loss in a month, will be almost equal to lost clients due to unprofessional logotype.

Imagine, how many clients just passed by advertisement of your brand only due to that they were not convinced in your seriousness and professionalism of people, who are behind this advertisement. From quality of each element of the brand of your company depends income of all enterprises and your own well-being.

Increase number of positive feedbacks and clients, who is ready to work with your firm, with low expanses and effective methods. One of them is creation of professional logotype. Logotype is face of your firm.

Artem Safarov is author of the section “People and Brands”. He is specialist in marketing and PR. He studied crisis management at World Technological University. He worked as manager and director of marketing and PR. He launched his first product in the market at his 20s.