Making your mark.

When I started out in this business (a long, long time ago), I had a side hustle designing logos and identities for anyone willing to pay me in beer. I called it Blind Dog Studio?(our dog at the time was blind, so it made sense). I created a bunch of logos that communicated the name in a tongue-in-cheek way. Yes, they were funny and had that "A-ha, I get it!" factor. And yes, they won a bunch of awards. But they also represented me. My sense of humor. My style (at least back then).?

In my opinion, the best logos have both simplicity and surprise built into them. They have a duality about them. They take two ideas or concepts and mold them together. Think about the FedEx logo and the arrow hidden in the negative space. Or the Toblerone logo with the bear in the mountain. They exhibit a logo mark or type in a simple way coupled with an “A-ha” moment.

For B2B brands, your logo is a crucial part of your overarching identity. But it's not your brand. (I can’t believe I have to say that.) However, it is an important part of it. It’s the first impression your prospects will get, and a key visual marker for you and all of your marketing communications.?

Whether you choose to change it or not, I really don’t care. #sorrynotsorry I can only advise based on my expert opinion and leave it up to leadership to decide. I think it’s more important to make sure your message is clear and relevant. The story you wrap around your logo is what truly matters. (IMHO)

However, here are some reasons you might need to reevaluate, update, or improve your logo:

Lacks simplicity

A complex logo can be hard to reproduce, recognize, or remember. Simplicity is more effective and versatile. A clean design that conveys your style in a straightforward way.?

Lacks versatility

Your logo should look great on any medium, from business cards to billboards. Make sure it works in various sizes and formats, maintaining its integrity and clarity.

Lacks durability

A durable logo avoids fleeting trends and remains relevant for years to come. It focuses on simple design principles that endure and reflect your brand's clarity.

A great logo supports your brand, but it's really the story you wrap around it that makes it memorable. So stop missing your mark.

Make it simple, surprising, and memorable.

Sláinte,? ??

Eric

Marjoram

Two ways I can help:

1. As a strategic advisor on B2B messaging & branding
2. As an external team, helping support how that message gets applied and amplified

Talk is cheap: Book a free consultation with me to see if there's any way I can help.

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