Selecting brand elements, such as your new logo and colors, can be a fun process. I always advise my clients that it requires the decision-makers to step out of their usual role within the organization and look back – objectively – at the company, perhaps seeing the company through the eyes of a customer.

This process can often take many weeks or months before a decision is reached. The brand elements that I offer are their first choices, but not last. A strong collaboration period may result in new designs, logos, colors before we can all decide on what’s best for the brand. At this early stage, I attempt to show a broad spectrum of designs, from conservative to crazy.

Important to note: the decision making process is not a contest or lottery, it’s a somewhat scientific evaluation of the options, with business objectives in mind. It’s not a popularity contest. The least popular logo may be most effective.

WHAT MAKES AN EFFECTIVE BRAND ELEMENT?

Effective brand elements are trademarkable devices that identify and differentiate your brand. The test of a good brand element is what a customer would know about your product or service or values if the element was all they knew.

According to Philip Kotler, great brand elements should be:

  • Memorable: How easily can it be recalled or recognized?
  • Meaningful: Is the element credible and suggestive of your business category? Does it suggest something about your customer? Does it have inherent meaning?
  • Likeable: Is it aesthetically pleasing? Is it verbally and visually likeable?
  • Transferable: Can the brand element be used to launch a new product line? Can it be reduced to the size of a business card, or enlarged to fit a building sign?
  • Adaptable: How adaptable and updatable is the design? Can the design evolve of over time?
  • Protectable: Is the element unique and capable of being protected with a trademark?