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“Put your products, service, website, signage, business cards… every touch point to a simple test. Stand in your customers’ shoes and answer one question: what are three things that compel you to say, ‘I love this?'”
— Kevin Roberts, CEO, Saatchi & Saatchi
A logo is the conversation starter, the tool that communicates the essence of a brand to the audience. Consider what a powerful tool it is. Designers are commissioned with the responsibility of creating the identity of the organisation. The visual hook on which everything else hangs. We’re not just talking colours and clever layouts here. The designer literally has the task of communicating the DNA of the business and more importantly evoking an emotional connection with the customers of that business.
The thing is your client really isn’t your client at all. They may be the one paying the design fee but ultimately you are working to please your client’s customers.
You can’t go wrong with your designs or marketing if you truly are putting your real customer’s feelings (not just your paying client’s) front and centre.
So think about taking the opportunity to practice a little Edgecraft. To find, as Seth Godin describes in Free Prize Inside, “the element that transcends the utility of the original idea and adds a special, unique element, worth paying extra for, worth commenting on.” You then have the freedom to use your creativity to stand out, discover exactly what your edge is, and do something remarkable.
“Going all the way to the edge is the only way to jolt the user into noticing what you’ve done. If they notice you, they’re one step closer to talking about you.”
— Seth Godin
Put your energy into creating something that changes the way people feel. Something people want to buy into. Think about using these metrics…
Did she love it?
Will she talk about it?
…and creating not just logos, but some “I love this!” moments.
Also by Bernadette Jiwa:
Beyond the portfolio — why being a great designer isn’t enough
Sell what Google can’t optimise