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There is power in great logos. That statement may sound like a cliché, but that doesn’t mean it is any less true. A logo is an enduring symbol of a brand and it compresses the core of a company into a graphical mark for consumers to recognize at a glance. Designing a seemingly simple representation is such a massive undertaking. But some people think of it lightly, and so it’s not surprising that most of the world’s logos are forgettable and expendable.
And if a logo achieves its goal of clearly representing a brand and its identity, then it will endure in people’s minds. But behind the representation is a design philosophy that coordinates with the identity and personality of a brand, especially the successful ones. There are logo designers whose core belief is presenting the authenticity of a brand.
Authenticity and identity
But what does authenticity mean and how can a brand and its logo achieve it? There are many businesses that instinctively lean towards modernity and generate an open outlook on certain values. And then there are brands, and by extension their identities, that tend to hold on to their inherent values as they continue in their path in the industry. So here comes the challenge that businesses and logo designers have to face. Whether a particular business involves cooking backyard burgers or preparing custom printed key tags, it’s always best to have the right logo represent a brand. But how do we draw a relevant design that is as authentic as it can be while integrating a brand’s past and present into the graphics?
For some designers, any business project that involves capturing its identity should start with a serious consideration of the brand’s present position. That is a position determined by the brand’s values, philosophy, contribution to the industry, and personality. And if the brand has an existing logo, it is best also to weigh the previous designs that other designers created. Doing so will help a designer achieve a logo that evolved from its prior designs, or might as well be considered revolutionary in form.
And beyond that, we can also put things into perspective by looking into the brand’s history and by respecting and evaluating the merits of the changes that happened and in the things that remain. Often, updates on a brand’s visual identity occur as reactions to current trends or social and technological changes. Try examining the bones of previous designs and strip down their layers for a deeper understanding of the brand philosophy from which you can draw inspiration for your new logo.
Here are examples of logos, which according to some designers, are as authentic and timeless as logos can be as they perfectly capture the position of the brands they’re representing.
The 1968 Olympics
This particular logo pertains to a specific moment in history. Designed by Lance Wyman, the symbol for the Olympic Games which Mexico hosted in 1968 uses geometry that is repetitive in creating a typography, similar to IBM. Though there are design critics who would argue that the design tends to be illegible, some would say it captures the exuberance of that particular decade, the traditional forms of the culture of Mexico, as well as the emergence of corporate identity programs. Another crucial element of the design is its characteristic integration of the popular rings into the distinct visuals that perfectly unifies the place, the time, and the event.
Disney’s Mickey Mouse
Most people would associate Disney with the iconic signature of Uncle Walt written across the silhouette of Sleeping Beauty’s turreted castle. And it is understandable if people were to choose it as the greatest logo of all time.
However, some designers think that the greatest logo there is from Disney was an accidental logo in the form of a triple-orbed profile of the world-famous Mickey Mouse. What makes it a bigger logo than the iconic signature and castle combination is that the meeting of the three circles became a jumping-off point for the creative works of Disney designers these past decades. From that accidental logo, there rose a Hidden Mickey Syndrome that millions of people around the globe experience in every Disney animation.
Even when we go beyond the creations of the entertainment conglomerate, and whether it is our intention or not, most of us are reminded instantly of Disney when we see that particular combo of three circles regardless of medium or context. And that experience brings us together as members of a community that goes across generations and genders.
When a brand identifies with the words luxury and power, the logo also has to convey those characteristics. For a world-renowned luxury car brand, the logo of a prancing horse across a yellow shield also denotes power, speed, and glamor.
The logo was designed after the emblem of a celebrated World War 1 Italian fighter pilot named Francesco Baracca. He was a top fighter ace and naturally, his emblem represents that character which Ferrari has now borrowed and is living up to this day. A powerful and classy personality exists and is recreated in that prancing horse, and it travels through time and space from Baracca to Ferrari.
Included in the list is a big name in brand logos. The iconic IBM logo is regarded as one of the world’s greatest that stood the test of time. It was designed in 1972 and with almost 45 years now, for a brand to have the same logo in what seems like an eternity in the industry, that says a lot about the power of that logo and how true it is to the brand it represents. The famous eight-bar logo of Paul Rand is what many designers consider as timeless in the way it seizes the essence of technology without being stuck to a particular period or advancement in time.
The lines can also take on any meaning that IBM sees fit to their current position as a brand. And the typography works in a way that is smart as it can perfectly fit a billboard or become a little logo on screen without the need to sacrifice recognizability.
The world’s first trademarked logo is also an example of an excellent and authentic logo. The Bass Ale logo is around 150 years old, downright simple yet very iconic with its red triangle that’s now symbolic of trademark registration for brand emblems. The simplicity of the logo relays the character of the brand that is now one of the most classic and complicated designs to beat.
The authenticity of logos depends on how close to reality they can represent the identities of brands. The identities, in turn, rely on the overall placement of brands as determined by their values, philosophy, contribution to the industry, personality, and the reception of consumers. Logos give companies the chance to reevaluate the essence of their brand by letting people build strong emotional associations through those visual symbols. And it is with just the right combination of these complex factors that logo designs can achieve their goals and may as well be considered timeless designs.
Earl Jonathan Tech is the founder of PrintMeister, an online print advertising, and marketing startup that is based in Australia. Earl through his company provides clients with top-notch products and services that range from printing personalized compliment slips, key tags, and designing brand logos. During his spare time, Earl keeps his passion for writing alive by penning relevant business content.
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How to Take Advantage of Instagram for Your Ecommerce
It was only recently that Instagram announced that they now have over 500 million active users every month. Imagine that! And out of these millions, 300 million of them log on to Instagram daily. That makes Instagram and fertile ground for social media marketing. This is especially true given that now, more users of Instagram regularly engage with brands compared to Facebook. Other than that, you ought to start your social marketing on this platform since it is not yet saturated with marketers.
Users of Instagram are most often in the mindset of buying something. They browse to look at the latest fashion and bags and shoes. You can take advantage of this kind of mindset. Imagine if you have a thousand followers on Instagram, you can earn a fortune through brand promotion. If you have an eCommerce store looking for ways to get more sales, Instagram may be the right place for you. In this article, we will look at some ways on how you can make it happen.
Batch, Automate, Repeat
What Instagram users want the most is authenticity but at the same time, they want brands to also be a part of it. Surely, you want to create original content, and you may imagine doing it from scratch. However, as you already know, this is going to cost you a lot of time. Even if you do this, you may find it difficult to respond to the comments at the same time. Imagine all the amount of time you’ll be needing to do that plus build relationships with the influencers in the same niche.
Don’t fret, though. There is a way around this. For this part, I do a technique called “batching.” With batching, you will be doing as much task ask you can but in one sitting, rather than doing it in intervals. What this does is it increases your productivity. You get to eliminate the transition times by allowing yourself to be focused on just one task at a time. It’s a good thing that now, there are a number of tools available to help you with whatever tasks there are for your content marketing strategies.
So now, what are the tasks that you can batch, automate, and repeat?
You can create contents for your followers in one batch. It is important to remember to not lose quality over quantity. Make sure that all of the contents you produce are only of high-quality. This is how you get your followers to engage with you. You can use the tools Canva or Pablo in creating content for the hashtags that are relevant to your brand and products.
You can schedule your contents for the whole month. This is a time-saving strategy. Instead of logging on to your Instagram account by the hour, you get to think about the contents you’ll be producing for the whole month already. You can use a tool such as Latergramme. Again, do not forget that you should only produce contents of high-quality with regular updates.
Give enough time so you can engage with your followers. It isn’t enough that you post high-quality contents, you should also be there to answer or reply to the comments. Engage with them, talk to them. Ask questions, or better yet, answer theirs. They have to know that they are talking to an actual human being. You can automate some of the tasks but make sure that you are the one talking to your followers. It makes them relate to your brand more because they can feel a human connection.
Don’t give your followers a hard time
This is especially true when it comes to buying online. When we go shopping online, we expect it to be a breeze. That is why you have to make it effortless for these potential buyers to buy whatever it is you are selling. You want to make sure that the whole process of shopping is smooth, from the choosing to the checkout and payment.
I use third-party tools such as Like2Buy, which you can try for yourself. What it does is it makes your Instagram feed more shoppable. It translates photos in Instagram into related product pages in your site, bringing the potential customers closer to you.
Entice Followers with Freebies and Contests
When you are trying to sell your products through Instagram, it is important that you can make your followers feel special. Make sure that you spend time nurturing the community you have created.
Giving out some freebies and rewards won’t hurt your business. In fact, it may even help you by gaining more exposure and engagement. It makes your followers feel that you are actively engaging with them through your contests and that you are generous.
What people hate the most is if they can feel that you are just trying to rip them off. A few freebies and contest prizes can make them see that you are generous and not stingy in introducing your products to the crowd. Also, imagine the word-of-mouth effect that your contests and freebies will have. You will definitely gain more exposure if you do this.
In order to get more sales, the great thing about Instagram is it won’t cost you too much. It is just a given that the followers are in their shopping mindset. And this is what you have to take advantage of. If you are an entrepreneur, you ought to try some of the steps suggested above and see if it benefits you and your sales. Or better yet, get the help of advertising firms to boost your sales some more. Remember, it is important to produce only high-quality contents and to share them regularly. Try not to get too spammy, though. That will be a turnoff to your followers. Be genuine in engaging with your audience and make them feel that they are talking to a human being. That is a way to gain their trust.
It is also important that you trace your performance such as the sales you have generated in the last thirty days. If you know more about taking advantage of Instagram for your eCommerce, don’t forget to share your knowledge and techniques!
Nicolas Finet is a young web entrepreneur working at Sortlist, a Belgium-based independent company bridging the right digital marketing agencies with clients from all over the world. Nicolas loves to travel to meet new people, especially those who share his passion for tech and geeky material that’s related to search engine marketing analytics. Connect with Nicolas through LinkedIn.
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