Corporate Bold: What Every Corporate Professional Must Know!

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  • Is your logo needing a refresh?!
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Some logos are almost timeless. Instead of a major redesign, these logos have been refreshed slightly many times. If your logo falls into this category, consider following the same approach, or refresh your brand in other ways. The appearance of your storefront, your slogan, print and radio advertising, and signing can all be updated to stay relevant.

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Here are some of the most valuable tips that designers want you to know:. If you're just using basic demographics and purchase histories to know your customer, you probably don't know them as well as you think. You can make your marketing dollars go farther by knowing your customer better.

Don't redesign your logo until you know your customers inside and out. And the best ways to get to know them are the old fashioned way: Use your blog, social media and online reviews as conversation starters. Read their comments, and always respond to negative reviews. Use a service that aggregates customer reviews. I cannot stress this one enough. Your logo design is not a place you should DIY to save a few bucks. And without a designer, you might end up paying way more if you wind up in a legal battle over copyright or trademark infringement.

The higher quality your logo is, the longer it will stand the test of time as the face of your company. Of course, there are many ways to go wrong when looking for a professional designer on Google.


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Be wary of online designers that promise to have your logo done in a couple of hours or less, or offer a "design package" for cheap. If your designer can't meet you in person, they should be setting up a time to talk through FaceTime, Skype or a phone call.

A good designer wants to know your brand inside and out, and that's hard to do through just a few emails. Professional designers take great pride in their work and should have an excellent website with brilliant, sleek design. Research design studios in your area to find a designer for your logo project. Or conduct interviews with freelance designers from freelance sites like Upwork. There is a method to the madness when it comes to choosing color and typography for your logo.

How to take your facility logo from blah to bold

Colors and typography influence perception and convey meaning - both consciously and subconsciously. Every color including black and white has design implications. The same is true with typography - just imagine seeing an ad for a mortician whose company name is written in Comic Sans.


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Here are some things you could be conveying to your customers with your logo colors or typography that you probably never thought about:. Serif fonts are considered more traditional, respectable and authoritative than sans serif fonts, which are perceived as simple and sensible. Red implies power, passion, violence, and heat, and it is most commonly used in restaurant and food product logos because it has been found to stimulate appetite.

Script fonts, like those used by Instagram and Coca-Cola, are usually associated with friendliness, creativity, and femininity. Blue is the most commonly used color in corporate logos, so customers associate it with professionalism and integrity. The Catholic church has used purple for many years to convey the feeling of royalty, luxury, sacrifice, and tradition. Multi-colored logos, like that of Google, Windows or eBay, usually indicate to the customer that the company offers a wide variety of services.

One in 12 people suffer from color blindness, so an emotional response to typography is more common. As tempting as it may be, try to avoid a trendy design if you want your logo to be around for the long haul. Professional designers study trends, so they're excellent at identifying design choices that will stick. You should also be an expert on your competitors' design choices and the future of your industry. When you follow trends, you risk becoming a clone logo - a logo that feels familiar because you've seen it before a million times. If you see the same design over and over again, go ahead and remove that from your list of ideas.

Your designer should be able to steer you away from generic or overused logo designs. Even for a small company, it can take around six months to fully integrate your new logo throughout all aspects of your business. Think of how many things your logo is printed on:. Be open-minded and realistic when figuring out a gameplan for integrating the new logo. The scope of your integration gameplan can be far-reaching - it may even affect the date you make your new logo public. For example, it might be easier to transition your logo during the slow winter months, rather than in spring or around back to school time.

You and your team should meet with your designer to make a realistic integration plan that takes into account your current and future workload. Have you noticed a great logo lately? What made it great? Let me know in the comments below! Jana is a marketing communications specialist living in Kansas City. In other words, most companies evolve in incremental steps as a result of cautious plans. When it comes to making decisions that have implications for our families, careers, or wealth, we tend to be risk-averse.

You might have participated in surveys your bank is obliged to conduct to determine your investor profile.

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The result of these surveys, along with many experiments by behavioral scientists, show that most of us are much more willing to forgo a large upside to avoid a small downside that the other way around. When that individual risk aversion gets projected onto corporate strategy, we hit problems.

A large, diversified corporation with many investors, themselves diversified, can tolerate a far greater risk tolerance than the middle manager who is the gatekeeper to the plans. You can often see this avoidance of the downside at almost all costs in the strategy room. Big moves are rarely proposed, and even less frequently accepted. Most strategy discussions are about intensifying efforts to gain a few percentage points of market share or to squeeze out a few more points of margin. That will show progress. Nobody will get fired. Resources end up spread thinly across the company, like peanut butter on your bread.

The other end of the business calendar—the time when incentives, bonuses, and promotions are decided—is another reason for timid plans. Yet, when we ask CEOs what they consider fair in terms of missed targets, many say that every three to four years a leader should miss a plan if the plan has been stretched enough. What a difference in perspective!

How to take your facility logo from blah to bold | storEDGE

With all the timidity baked into our nature and into the process, committing to a bold plan is exceedingly hard. Yet, as I will explain in future blogs, bold moves are the only way that companies can outperform the market. McKinsey uses cookies to improve site functionality, provide you with a better browsing experience, and to enable our partners to advertise to you.

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