FEATURE
THE GUILD OF MASTER CRAFTSMEN provides the public with skilled, local tradesmen you can trust.
If you see the Guild emblem you can be sure that you will be working with a trusted tradesman who is highly skilled, reliable and accountable.
MARKETING 01273 478449 |
theguild@gmcgroup.com
What your logo says about you
WHETHER you’ve been running a company for years, are still trying to establish yourself or are just starting out, communication with the consumer is key to success – and the fi rst point of communication is via your logo.
Through a simple logo, businesses try to convey several messages, ideas and values in the simplest form possible to potential customers, who are more likely to recall visual stimuli than anything else as people generally remember pictures rather than words.
Big companies can spend millions designing their logos, knowing the wrong design could aff ect the direction of their business. When clothes retailer GAP revamped their logo in the US in 2010, there was a huge backlash from
Why is a logo’s design important? A logo is a visual representation of a company’s identity. Through it, a customer will be able to assess a business’s values, services or products and therefore it needs to be something well-planned, individual and engaging. For this reason, how it represents a brand should be the most important consideration for companies when designing it. Should it be traditional? Simple? Playful? Forward-thinking? How will it represent a company’s values and does it show who they are, what they do why they do it? How can it symbolise their ethos and inspire trust?
For such a small design which will look simple, it should take a lot of thought and discussion. Colour, font, shapes, symbols and any design have to work together. According to the “Gestalt Theory“, people typically view diff erent parts of something as a unifi ed whole,
consumers who felt the new design looked cheap; so much so they ditched it within a week. After trying to enlist the help of shoppers to create a better one, they reverted to the same one which had served them well for 20 years. So, what makes the logo so important?
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so one wrong element could aff ect the credibility of your brand.
Take a look at the Guild of Master Craftsmen’s logo. It represents excellence, skill, quality and consistency. It conveys an image of expertise, security, tradition,
experience and knowledge. It is a symbol recognised by customers as one they can trust and makes them confi dent about choosing the business of those who display it.
Five qualities of a successful logo
1. It has a purpose. The logo should capture what the industry represents, but should also meet the needs of its target audience. 2. It should be simple. A successful logo will feature something unique without being complicated. It will be engaging, strong and the service will be easy to identity. 3. It should be memorable. A good logo will be distinctive, eye- catching and easy to recognise the next time it is seen. If a symbol used in a logo is relevant to the company’s name, this helps the logo become more memorable. A combination of name and symbol is an even better design. 4. It is timeless. Good logos will stand the test of time. Simple shapes, recognisable elements and colours or symbols for the business represented are important to a logo that will last for many more decades to come. 5. It is versatile. Whether it is on posters, the internet, badges or t-shirts, a great logo should be simple enough to be able to be scaled down or up and still look good.
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