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What's in a logo?

The before and after logo above demonstrates the difference between effective and ineffective logo designs. Our research determined that this company needed a logo that would resonate with their target audience that expects the best quality and service. Colors, fonts, and the graphic A/O of the redesigned logo all support the All Occasions exclusive brand.


To many people it may seem as though designing a logo would be a simple task. In actuality, it’s extremely complex; that one little (extremely important) symbol is jam packed with messaging.


A company logo is most likely the first visual impression the public will have of a business. That first impression tells the viewer many things about the company. It will immediately tell them if the business is conservative, innovative, rugged, masculine or feminine, upscale or discount, whimsical, and much, much more. The organization’s attributes, personality, heritage and values will all be communicated in the logo’s design. In fact, a logo has the power to increase or inhibit business.


And as the cornerstone of the company’s visual assets, the logo can also have great financial value. It’s an essential brand asset that contributes a great deal toward the value of the company’s brand equity.


So this seemingly unimportant, small, graphic element actually carries a tremendous amount of weight. And for this reason it’s crucial to make the investment in a well-developed logo that’s based on research, analysis and an understanding of the business’s brand.


If the logo is being developed for a new business it will be an integral part of the business’s brand creation. The designer must develop the logo based on the company’s brand position, promise and personality. It will then become the key component of all of the business’s visual brand elements.


If the logo is a rebrand for an existing business the designer will require an in-depth understanding of the business’s current brand.


Either situation requires the designer to research the business’s competitors and develop attributes that will differentiate the business from them; she will analyze the functional, emotional and self-expressive benefits of the business’s value proposition. She will need to know the business’s target audience and understand what will resonate with them.


Once the research is complete, the designer will take all of the findings and brand knowledge and distill it down into one enduring, simple, unique, legible, and scalable symbol.

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