Money, however, is not the only thing that need be considered. A significant amount of time and energy must be spent carefully deciding what you want and need your logo to say about you.
Take color for instance:
RED: Inspires excitement, desire, strength and speed.
YELLOW: Illustrates imagination, optimism, sunshine and joy.
BLUE: Represents Integrity, power, and trust.
PURPLE: Embodies royalty, nobility, transformation and honor.
ORANGE: Portrays energy, balance, creativity and affordability.
GREEN: Speaks of nature, luck, youth and health.
Research shows that people form subconscious opinions within the first 90 seconds of viewing your logo. Between 62% and 90% of that assessment is based on color alone. Ford used this information strategically when choosing blue to be the color of their brand back in 1909; a brand still considered trustworthy by over 250 million Americans today. McDonald’s, along with numerous other fast food chains, utilize red to draw attention on busy highways and stimulate hunger. Home Depot has been using orange since its founding in 1978 in order to inspire excitement and suggest affordability.
The success of these brands is not due to the price paid for their creation. In fact, Ford’s logo, while it has undergone a number of updates, is simply a modernized version of the company’s second rendition created in 1907.
While some of the world’s most well-known brands managed to pull together iconic marks and messaging without hiring a prestigious New York City firm, others went ahead and spent more money than some of us will ever see in our lifetime.
Your brand is more than just a symbol. It’s your mission, values and above all, your story. You don’t always have to spend a ton of money on a logo or logo revamp in order to see a return on investment. You do, however, have to find a designer who knows and understands how your company is special, as well as how to effectively communicate it.