Logo design and the door to door salesman
A salesman turns up on your doorstep. Within seconds you will make a judgment about his company and product, simply by the way he talks and the how he looks – a creased shirt and scuffed shoes speak volumes.
The same mental process carries through to your marketing material: the logo, layout, the choice of colours, the copy’s tone-of-voice and the letterhead.
The average person in the UK sees over 2,000 sales messages in a day. This covers everything from posters on the daily commute to work and TV commercials at home, to carrier bags and labels on jeans.
This is your competition, not just the other companies in your market sector.
You’ve got to stand out.
A well-designed logo should say something about the company: modern, traditional, bold, young, established, natural, cheap, rustic etc.
It should be clean and simple – legible 10mm on a business card, striking when it’s 1m across a poster. Work in mono, just as well as it does in colour. And fewer colours will make considerable savings in print over time.
But more importantly, it should be a design that you could imagine someone wearing on their T shirt – just because it looks so damn good.
