What’s the first thing that pops into your head when someone mentions the company Staples? For me, it’s the color red, that weird looking L in their logo and the “easy button.” Let’s try another one. Amazon. This one’s easy. I immediately see their name and the yellow smiley arrow (and a whole lot of their boxes scattered all over my dining room floor). Now let’s venture over to the institutional side. When I say Duke athletics, what comes to mind? For me, it’s the color royal with big white letters and a blue devil. NC State? Red, wolves and consistent disappointment (sorry state fans…just being honest). How about UNC? Light blue, Tarheel mascot and a bunch of fans that blame the media for all of Coach K’s successes. 😊
So, what’s my point here? Simple…your logo is important because it’s one of the first things that come to mind when someone thinks of your organization. Look at it like your front yard. When someone pulls up to your house, the first thing they see is your front landscaping. Is it well kept? Even though they aren’t buying your lawn or even basing the valuation of your home off of the looks of your yard, they are (either consciously or unconsciously) associating how well you’ve taken care of the inside of the house by how well you’ve kept up with the outside of the house. Well maintained yard…well maintained home. Poorly maintained yard…poorly maintained home.
In a lot of ways, your logo is the exact same way. While it can’t run the company for you or help with your win/loss ratio, it does have a powerful role in representing your organization – for good or for bad. There are even studies that have shown a direct correlation in the type of logo used and the overall success of an organization. In the end, a logo has a big impact on your brand. Don’t let it be a negative one!
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