You may be wondering what it means exactly for your logo identity to be "profitable". After all, a logo is not a commodity or a service that could be inventoried and sold for profit. Why should you care if your logo is "profitable"?
A profitable logo to be one that has certain characteristics and does specific tasks for the organization it represents. Once fulfilled, these characteristics and tasks reward the organization with maximum profit potential that only a logo or logo identity can provide.
So what does this all mean? How do you make sure that the above criteria are met, for maximum profit potential of your organization? With the following 7 essential keys, you will learn the secrets that the designers of the best logos in the world already know.
Too many organizations take the wrong approach when creating a logo identity. They often, at times, think of the same imagery, take the same approach, use the same thought process as most of their competitors. This results in a logo identity that is not just seemingly suitable for your organization, but is also suitable for all your competitors as well. In turn, this deems the logo unsuitable for anyone.
Take, for example, an organization that manufactures staplers. At first, the ideas for a logo identity may involve using a stapler or a staple. This may seem like a good idea at the time; however, all of your competitors will have considered the same approach.
Here is an exercise that you could do yourself to determine if your logo identity is suitable for your organization, and your organization only. Take your current logo identity, and the logo identities of your competitors. You may want to open the files in an image editing software application like Photoshop, or you could print them out. Separate the icons from the word-marks of all the logos you have gathered. Now, intermix them all.
You will want to make sure that your logo is unique to you and to you only. The benefits of this are astounding. What this gives you is something unique that stands out from your competitors. This uniqueness is what will differentiate your logo identity and make it be more memorable to your customers and clients.
By having logos presented in varying colours, sizes, shapes, and versions, it is very difficult to create the impression that you require from your logo identity. Consistency is essential to create a lasting impression in the subconscious of your ideal clients and customers. By maintaining consistency, over time your logo will become recognized and will form an imprint on your clients and future clients.
As well, your customers and clients need the reassurance that your company is consistent in the products and services you offer. The very subtle message that is communicated in a consistent logo identity is that you know how to maintain excellent service or offer the great products, consistently, over time.
You may now be asking, "How could my logo be versatile and consistent at the same time?" Well, it's true that your logo needs to be consistent, but the fact is that it is not possible to use the exact size, version, or colour variation in all applications of the logo identity. It is a great practice to have in place versions of your logo identity to accommodate as many different types of imprinting as is possible.