In my experience, the biggest problem comes from asking the logo to do too much.
Fortunately, even though subjective opinions vary wildly over which logos work and which don't, there's a guide to judging logos (it works for tag lines and theme lines too) that can help you decide whether your marketing communications team has hit a home run - or fouled out.
For instance, here's a logo that my team and I just developed for the American Breast Cancer Foundation. You can decide for yourself which category this logo falls into.
If this is the kind of work your organization could use, I'd love to hear from you. We might be able to take some of the mystery and confusion out of developing a logo, while still creating a logo that does everything you want it to.
Meanwhile, here's a checklist that might come in handy. How do your logo and theme line stack up?
25 Ways To Tell Whether Your Logo and Slogan Work
Agree Neutral Disagree
1. It's memorable. 2. It recalls the brand name.
3. It includes a key benefit.
4. It differentiates the brand.
5. It's positive.
6. It reflects the brand personality.
7. It's strategic.
8. It's campaignable.
9. It's competitive.
10. It's original.
11. It's simple.
12. It's neat.
13. It's believable.
14. It's helpful in ordering the brand.
15. It's not in current use by others.
16. It's not bland, generic or hackneyed.
17. It doesn't prompt a sarcastic or
negative response
18. It's not pretentious.
19. It's not negative.
20. It's not corporate waffle.
21. It doesn't evoke "so what or
"ho-hum."
22. It doesn't evoke "oh yeah?"
23. It isn't meaningless
24. It's not complicated or clumsy.
25. You like it.
For more information about marketing communications approaches that work to improve your brand, relationships with your customers, and of course, sales, contact Gerry@GerryHanlon.com. Always happy to help!
