Hey people. I am a logo. I guess you already know me… I am the most important element in the world of branding and have successfully managed to gain global importance and acknowledgment. But it seems that despite being such a significant and workable entity, I am hardly ever taken into consideration by many. Though I must say that there are few people, (namely ‘professional designers’), who don’t underestimate my importance or me (logo), and treat me with imaginative artistry, originality and explicit and implicit expression. Contrary, there are some so-called amateur designers who use me to earn wealth and thus, largely compromise the quality and distinctiveness of my character. I guess it’s time for all of us to accept that it takes a lot of money, time and effort in creating me (logo design) to be a symbolic expression of products and entities.
And it’s also time for me to finally take some action. In steps to retain and maintain my persona, I have clearly set out some rules and regulations for designers and brand professionals as part of my New Year’s Resolution. Here they are:
1. Maintain Distinctiveness:
There are countless versions of me (logo) in the world and all of us (logos) are meant to provide a distinctive character to the entity, product or service we are made to represent. If each version of mine is the same or have same elements in it, the world of advertising and branding would be full of confusion and uncertainty, eventually leading to consumer/buyer doubts.
2. Follow Standards:
Some designers, in order to be different, come up with such hideous designs that they embarrass me in front of the whole world. I felt extremely foolish when I was unveiled as the London 2012 Olympic logo. Fingers were pointed, parodies were done, insulting remarks were made, and several other public stunts led to an intolerable uproar. I was sick to my stomach! (%$^@#). Trust me, I don’t want this anymore. I appreciate the “let’s be different” approach, but please don’t embarrass and humiliate me on the cost of being different. Standards that focus on creativity, individuality, theme and character must be followed by everyone.
3. Be Aware of the Trends:
With the passage of time, more and more trends are becoming static and obsolete. Hence, it is imperative for me (logo) to adapt the latest trends that are now visible and more prominent in the world of designing and branding.
4. Add Vitality:
I should have more character than elements to define what I need to portray. The whole idea of creating me (logo) is to present something visual that can reflect the qualities of an entity or product. I need to be more expressive than impassive and have a personality rather than an image. I need vitality in my existence.
5. Focus:
Many people don’t take me (logo) seriously. They tend to add things in me that completely ruin my character and make me incapable of expressing myself clearly. I need focus in every aspect of my character, whether it’s concept, idea, background, design elements and usage.
I hope my New Year’s Resolution will become an essential lesson for designers, both professional and amateur, so the next time they design me (logo), they do justice with me. I also hope that this resolution will be a guide to the viewers, who see logos as just trademarks and nothing else, for they don’t know I am much more than that.
Happy New Year!
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