I always try to tell my clients that your business logo should not be
about you or a reflection of your individual personality. It should be
about your business and should resonate confidence with your audience in
a clear and concise manner. Although I say this so much, I find that I
am all-too-often in the same situation of designing a brand identity
around the likes, dislikes and individual personalities of my clients.
Why do we have this tendency to wrap so much of our identities in our
business branding? After all, most of the time, you are not selling
“yourself” but rather, a product or a service. The truth is, most
consumers don’t care what makes you unique or special; they care whether
or not your product or service is going to meet their needs. Can they
find your product or service easily even if they are not looking very
hard?
No matter how poignant or however uniquely personal your final logo
is to you, if it means nothing to anyone but you, it will be an epic
fail every time. That is why it is important to separate your individual
tastes and personality from your logo design. This is something a good
logo designer will help you with. Remember, he or she is a trained
professional in
designing logos for businesses.
Furthermore, they are neutral observers. They will help you maintain an
objective point of view and advise you on a design direction that will
best establish a feeling of confidence in your brand among your
audience.
There are certainly examples of businesses where injecting a little
or a even a lot of the owner’s individual personality makes sense or is
even a great idea. But by and large, when designing your brand identity,
it’s a good idea to set aside your personal tastes and defer to a
professional logo designer for guidance on the best presentation for
your brand.
