Question

Topic: Branding

The Importance Of Maintaining Consistent Logo Use

Posted by Anonymous on 6/13/2011 at 5:13 PM ET 50 Points
I designed a new logo for our company which we began using about 6 months ago. All of the feedback from inside and outside the company suggests that the new look is a big hit. The problem is that there are a few employees that stretch or squeeze the logo to fit some of the materials we distribute to our field team.

My Question. How important is it that the logo not have it's proportions changed even the slightest bit? What I'm looking for is good, solid information so that when I confront the issue it will be clear and persuasive and I won't end up just sounding like an ego-maniacal logo-nazi.

Thank you all for your time.

Cary
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RESPONSES

  • Posted by Gail@PUBLISIDE on 6/13/2011 at 5:28 PM Accepted
    Logo consistency, especially a new design, is key to maintaining a clean and constant brand/image. The one receiving all of the rave reviews is the original. For your audience to recognize that, it's important to keep that design intact.
  • Posted by Gary Bloomer on 6/13/2011 at 9:07 PM Accepted
    Dear Cary,

    Well Cery, it's like this, when someone mangles your logo, it's almost as if ... what was your name again? Oh, yes, Gery, where was I Gurry? It's almost as if someone mangles your name (when your name is obviously Gangy).

    Am I making my point here? NEVER let anyone stretch, distort, or mess with a logo. Logos are not made to be stretched and mangled, they are there to give a solid presence. They must stand unmoved. Untweaked.
  • Posted by mvaede on 6/13/2011 at 10:07 PM Accepted
    The power of a logo lies in recognition, and consistency is the key to build up strong recognition.

    You should define how the logo could be reproduced, depending on the surface - one rule per type of surface and material, which colors to use, which grey scales.
    Indicate if the logo can be inclined or integrated with other images / logos and what kind of space you would like to have around your logo.

    Hope this helps.

    Mikael
    B2B Marketing
  • Posted by Jay Hamilton-Roth on 6/14/2011 at 12:19 AM Accepted
    If some employees are modifying the logo, then they probably perceive a need that the existing logo doesn't fulfill. Rather than have people roll-their-own, create the "proper" solution to ensure consistency and ease of use.
  • Posted on 6/14/2011 at 4:41 AM Accepted
    Jay is right on.

    The goal with a logo design shouldn't be "positive reviews" or being a "big hit." It should be clear communication of the intended brand positioning.

    If some folks are having a problem utilizing the logo properly, then help them find solutions by developing acceptable alternative size/dimension versions of the logo.

    Consistency is important, of course, but clear and effective communication is even more important.
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