Logo mojo

Published 5:00 pm Saturday, May 31, 2008

No aspect of marketing has more potential to be magnificent or conversely, malignant than the icon of all icons, the logo. Most every business has one. And as far as I’m concerned, nearly every person in Clatsop County is a logo expert. This, because we see, and subconsciously judge, logos many times a day.

We get a gut-level reaction from logos that range from positive to indifferent to negative. And this reaction influences our decision about whether or not to patronize a business or buy a product. It’s human nature, and a stone-cold fact of marketing.

So, what’s the trick to giving your logo a little mojo?

Sometimes logo excellence happens almost spontaneously. (Witness the famous story behind the Nike swoosh done on-the- cheap, back in the 1970s.) But more often than not, stellar logo development is the result of solid strategic thinking that’s been sprinkled with that magical dust we call creativity.

One of my favorite local examples is the logo for Seaside’s Yummy Wine Bar. This logo uses an atypical shape, vibrant colors and a fun attitude to tell us there might be something special inside their front door. I also like the nostalgic qualities of the Ocean Beauty brand, and the spunky logo for Western Oregon Waste.

Want proof of the importance of logo mojo?

We need only look to the logo art directed by my friend, Doug Osborn, for Kettle Chips. Doug did the work when Kettle Chips was new and unknown. That logo, in my view, was elemental to the growth and global success of Kettle Chips.

Another friend named Jeff Pollard worked up the concept for the logo worn by Tiger Woods. You know, that distinctive “TW” logo? That mark is symbolic of golf played the Tiger way, and the incredible marketing power therein.

A logo is a tool consumers use to know how to regard your brand. People are less likely to bring you their business if they can’t get a sense of what you’re all about, as represented by your logo. If your logo comes up lacking in the mojo department, then you really haven’t given your prospective customers much to work with. Worse still, a mojoless logo can actually send consumers the wrong message. Such as, the business owners didn’t do the job right. Or, the business owners don’t have a clue. Or worst of all, the business owners don’t really give a rip what anybody thinks of them. Yikes!

Now then. Let’s cover the basic steps necessary for developing a worthy logo. Start by lining up the talent. Chances are, someone you know probably knows someone who designs logos; an okay place to start if there’s actual talent involved. But remember, acquaintance is no substitute for ability. I’d throw a wider net in search of better credentials.

The next step is to be forthright with your logo designer about your fiscal realities. Don’t make the poor soul play the game called “Guess the Budget.”

Next, have your designer prepare a Creative Brief. It’s the document that spells out all parameters of the project, thus making sure the work product will align with your wants, requirements and expectations.

Your first look at logos should involve five to nine rough concepts. These can be in pencil or unrefined digital form -and always in black-and-white. (Color obscures your ability to see the design.)

Now pick one of those roughs for further refinement and send the designer away to polish it up, and perhaps add typography. Once the logo looks wonderful in black-and-white, go ahead and have your designer do color explorations.

Next thing you know, you’ve got yourself a logo with mojo.

Dan Cox owns Advertising Expedition, Inc. (www.advertisingexpedition.com). His 30-year career in the Pacific Northwest has allowed him to work on such famous brands as Kraft, Washington Apples, Buck Knives and Dr. Marten’s. Contact Cox by emailing dan@advertisingexpedition.com or calling (503)780-0963.