Last week, I realized that my client was in serious logo trouble....
Not that there was anything wrong with the current; he simply didn't like it. Since his firm was young, and I was new to the situation, I entertained some of his questions.
"Change it? Don't change it? Change the name? Don't change the name? Add an icon? Leave it in a typeface?"
The list went on and on, and it became apparent that many contractors had been pulled into the mix without any direction at all. It also became clear that if he didn't make a decision soon, he was about to waste a good deal of money on reproducing all sales materials, business cards, site design, that were in progress.
My first effort was pragmatic:
"It might help to start with the brand platform, then the logo, and then the touch points. If we can't get past a logo decision, none of the touch points can be produced. Or worse, you will have to produce and then reproduce as you make new logo decisions. It is a waste of time and money. Even worse, the customer will be confused."
A blank stare from my client prompted a different effort. As he is a very fashion-forward gentleman, I put it this way:
"If you continue to spend so much time figuring out what to wear, you will end up not going to the party at all."
Suddenly, everything was understood.
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