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Top Tips for Effective Logo design



A logo serves many purposes in the modern world of business. An effective logo acts as a recognisable symbol for your brand, and helps your customers identify your products and services at a glance. A professionally designed logo also has the power to convert people into loyal, paying customers. So, when it comes to your branding, the right logo design really is a quintessential component, however, designing one that is both representative of your brand and highlights your company values, without losing its visual appeal requires skill.

Here are our top tips for effective logo design:

Keep it simple

Most people will only look at your logo for less than a second before continuing on their way, so it is important to keep your logo design as simple as possible. If you put too many elements into your logo design, it will be hard for customers to focus on your logo and they may struggle to identify your brand quickly.

Take a look at all of the major brands of today and you will see that even the most inexperienced artist could draw their logos from memory. Most of the time, their logo doesn’t even require a caption or the brand’s name in order for people to identify them.

Make it memorable

The best logos in the world are memorable ones. Even by just reading the names, you’ll probably be able to visualise the logo in your mind. A logo should be easily recalled after just a glance, so, make your logo design is so unique that it will stick in the minds of your customers and be instantly recognised next time they see it.

Make it timeless

The best logo designs never really go out of style. A well-crafted logo should last at least 10 years without the need to re-design. The most beautiful and effective logo is not based on the current trends in the market as they might look good today, however, these can date very quickly and will end up making your brand look old-fashioned.

Will yours stand the test of time? Ask yourself – Will it still be effective in 10, 20 or 30 years?

Make it versatile

The best logo designs can be seen when they are very small on a pencil or very large on a billboard so being versatile goes a long way in making a logo design popular. When you’re in the process of a new logo design or are redesigning an existing logo, you should always think about where the logo will be used and how it will appear. Whether it is printed on a large billboard or on a promotional pencil, it needs to convey its message clearly and effectively in all formats.

Another effective tip to create a powerful logo design is to make sure that it is equally impressive in black and white or greyscale variations. There are many instances when a logo appears without colour e.g. on documents, letterheads or newspaper ads, so you want people to be able to instantly recognise your brand, regardless of colour.

Keep it appropriate

Your logo needs to be appropriate for the type of business you run, but it’s important that you don’t restrict yourself. Your logo doesn’t have to be a literal representation of your business, however, it should have some relevance to the industry you’re in, as well as making it clear to potential customers why your business is relevant to them. For example, a logo using a playful font would be perfect for a children’s activity centre, however, it wouldn’t be appropriate for a funeral director.

We’re not going to lie to you, altering your brand identity and creating a logo that works for your business and its market position, industry and customer base isn’t an easy task. However, by remembering that simplicity is preferred by modern day consumers, and testing, tweaking and testing again (and again) you can achieve better representation of what your business is all about. Don’t forget, we can help with all your branding and logo design needs so if you’re ready to refresh, give us a call.

Square Media is Northamptonshire’s premiere Web Design & Marketing Agency experienced in developing effective content and marketing strategies for forward-thinking companies in the local area. Our team of specialists consistently deliver outstanding results working in a variety of areas such as Search Engine Optimisation, Social Media Marketing Consultancy, Pay Per Click (PPC) and AdWords Management amongst a wide range of other services.

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Brand Positioning

WPP rebrands to reflect Read reinvention



Holding company WPP has issued an all-encompassing rebrand to reflect the restructuring of the business which boasts more than 140,000 staff globally.

The rebrand was handled by Jim Prior, who leads the branding agency Superunion which was formed following a merger of five of WPP's top agencies this year, and Landor chief Jane Geraghty.

The new augmented look is designed to play in varying environments and colour palettes to show how the agency network can adapt to clients and industry challenges.

Prior said: “Our ambition was to present WPP with the same energy and creativity that we offer to our clients right across the company. There’s a lot of pride and ambition in WPP that is now united under a strong and dynamic brand identity.”

Geraghty added: “WPP has always been transformative – bringing together the best people and ideas to meet the needs of our clients. We now have an evolved brand and expression of purpose that better reflects who we are as a company, our collective capabilities, and what we offer.”

Accompanying the creative is a new website that looks to showcase the group’s digital expertise and offer up a hint of what it can provide for clients. It is describing itself as a "creative transformation" company.

On Tuesday 11 December, the company outlined its new strategy day at an investors event in London.

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Brand Positioning

Putting a price on reputation



Consumers are willing to pay more for products that not only have the features they want but also are delivered by businesses with a good reputation, new research has found.

The study, by researchers at the University of Technology Sydney (UTS), puts a price on reputation and explores the trade-off between a good reputation and extra product features.

It reveals that a company evaluated by consumers as better than its competitors in terms of corporate reputation commands around a 9% premium for its products, and an even higher premium when there are desirable extra features.

“The impact of corporate reputation on consumer choices is substantial compared to the competitive advantage offered by varying product features,” says study co-author, Associate Professor of Marketing Paul Burke, from UTS Business School.

“Marketing managers need to be concerned about corporate reputation not only because it builds loyalty and trust but also because product features appear more valuable, so consumers are willing to pay more,” he says.

The research, with co-authors Professor Grahame Dowling and Dr Edward Wei, published in the Journal of Marketing Management, focused on consumers in the market for televisions. The televisions were made by Sony, Panasonic or Toshiba.

Corporate reputation encompasses a range of dimensions including how people feel about the company, the quality and innovativeness of its products, its workplace environment and workforce, its vision and leadership, financial performance and social and environmental responsibility.

Conversely, brand damage occurs when companies become embroiled in scandals and crises such as financial corruption, leadership failure or environmental destruction.

In the study, participants were first asked to give an evaluation of the corporate reputation of each of the TV makers.

Separately, the were asked to choose between televisions based on fairly standard features such as warranty, price or size, and in addition by novel features such as backlight control or dynamic range control.

The research showed consumers were willing to pay extra for a product with important features and a good brand reputation, but less willing to pay a premium for products with novel features regardless of reputation.

For example, in the case of screen size, consumers were willing to pay $121 more for a television that was 55” over one that was 50”. This amount increased by a further 22% to $147 for a company that was one standard deviation higher on the corporate reputation measure.

“Corporate reputation is not something that can be readily controlled by marketing managers, but it is definitely something that should command their attention,” says Associate Professor Burke.

“Companies need to work hard to communicate that they are environmentally and socially responsible, support good causes, have a positive work environment, and excellent leadership and financial performance, and do their best to mitigate brand damage,” he says.

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Brand Positioning

State Street mulls siblings for Fearless Girl as it removes its brand from NYC statue



State Street Global Advisors, the investment management firm behind the Cannes Lion-winning Fearless Girl, has hinted at plans to commission siblings for the original bronze statue for financial hubs outside New York City.

Lori Heinel, deputy global chief investment officer at the firm, told The Drum the company has “talked about whether to have replicas … of Fearless Girl” as it looks to expand its campaign, and is placing more women onto company boards globally.

“We've certainly been asked by many outside the US for their own Fearless Girl, and that's certainly a conversation we continue to have,” she said.

However, she added that State Street is focused on celebrating the original’s new, permanent location for now.

Today (10 December) State Street moved the bronze statue, originally at Bowling Green, to face the pedestrianized New York Stock Exchange (NYSE) on the corner of Wall and Broad Streets. The company worked with the City of New York and the NYSE to broker the statue's first permanent site; originally, it was only meant to be in situ for one week.

The move means the sculpture will no longer face the Arturo Di Modica’s Charging Bull – a stance the Italian artist vocally criticized – and will help alleviate traffic issues caused by heavy tourist footfall at the previous Lower Manhattan spot.


— Katie Deighton (@DollyDeighton) December 10, 2018

Additionally, Kristen Visbal’s artwork is no longer accompanied by the plaque connecting her with State Street at the new location. A bronze sign previously declared: ‘Know the power of women in leadership/SHE makes a difference,’ followed by the State Street logo.

The copy was written by McCann New York creative Tali Gumbiner, who admitted she “never spent more time writing anything" in her life.

Heinel explained the decision not to move the plaque is symbolic of State Street gifting the conversation sparked by Fearless Girl to the wider world.

“The world moved the conversation [surrounding female leadership] away from just us a long time ago … it is way beyond State Street at this juncture,” she said.

“We wanted her to really symbolize the potential for all women everywhere and not be associated with just State Street. Clearly, we're very proud of the fact that we commissioned her and were the first to install her, but this is really about the girl now.”

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