Why you should think about having your own logo

Posted by Stuart Browne

I’ve been thinking about logos quite a bit this week. I noticed, completely by accident, that the NFL (National Football League) surreptitiously changed their logo last year. They’ve reduced the number of stars from 19 to 8, tilted the ball at a different angle, changed a few curves and made it darker.

But then, I started to notice lots of things in the logos on products, shops and trucks. I became a little obsessed if I’m honest.

I noticed for the first time that the Planet Hollywood logo has a little star above the Globe. The BIC logo has a little man next to it. Capital One have suddenly added a boomerang and changed from green to blue. Xerox have added a shiny ball. Starbucks has what appears to be a queen with fish for arms. The cat in the Puma logo seems to have an abnormally large tail. The words Burger King are actually sandwiched in a bun.

To change a logo is an enormous expense. Once you’ve paid the branding agency, you’ve got to roll the new logo out on your corporate materials, website, products, packaging, shops and company clothing.

And many people don’t even notice the subtle detail in logos unless they really take time to notice – and why would they do that?

But companies must think that a nice shiny logo is worth the expense and disruption otherwise they wouldn’t make the investment.

So, put yourself in their shoes for a moment...

You’ve decided to invest a significant sum in designing a logo that will represent you and your personal brand. It has to send all the right messages to represent you to your target market.

How would you brief a branding agency to produce your logo?

If you had to list 3 big messages that you wanted your logo to convey in return for your financial investment, what would they be.....?

Now scrap the fantasy of enlisting a branding agency to help you. What could you do differently now to your appearance, behaviour, actions or environment that would start sending those same messages?

You’ll probably find that most of the changes you can make are very subtle like the nuances in the logos listed above. And many people won’t even notice you changing.

But by consciously focusing on your personal brand, you’ll begin to stand out from all those people around you who aren’t making the same investment.

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