Every brand has a logo. Whether it’s a symbol; text; graphic, or a mix of these, a logo is one of the most important and distinguishing elements of a brand. Some frequently re-brand with a new or updated logo like Pepsi. Others keep their logos more consistent like United Airlines or BMW. For some brands the logo is a representation of the brand essence; for others it is only a small piece of the brand puzzle. If a logo is important for those brands, is it important for yours? Maybe.
Every brand has a logo
I spoke to graphic designer Catherine Roach, because she is one of the few people I’ve met who has a logo for their brand. I’ll preface this by saying that a logo may not be right for every personal brand. I’m thinking about creating a logo for mine, so I wanted to know what type of strategy should go into it. I’m still not quite sure what mine will be, but take a look at this Q&A to get some guiding tips if you think a logo might be for you.
Q: What is the creative direction behind your logo and why did you choose this direction?
A: I am a designer with a huge passion for Typography. I knew right off the bat that I wanted something that would reflect my love of type. I based my logo on a font style that was elegant, sophisticated, yet fun and simple at the same time.
Q: How many logo ideas did you test when you were creating your logo?
A: Tons! I’ve been creating my logo now for probably five years. Playing with colors, typography, and shapes. I did many versions of the same style so that I could sit back and really choose one that fit me, instead of settling for the first one I came up with.
Q: Why did you want to create a logo?
A: Logos are necessary in this day and age. You need to make a brand for yourself, and you need to sell yourself. People react to logos so much stronger than a simple name on a page.
Q: Do you think it is important for personal branding ?
A: Absolutely. You cannot create a brand for yourself without wrapping your ideas and yourself into one tiny little logo. It’s a summary of yourself and who you are.
Q: What tips would you give someone creating their logo?
A: Don’t settle for your first design! This needs to last you years, and you need to create something that you are going to love 5, 10, 15 years down the road. Let yourself have time to really think about who you are and how you want people to see you, because really, you only get one shot.
Q: Where do you use your logo in your online and print materials?
A: Business cards, resume, website, Twitter and portfolio. Don’t over use your logo; however, make sure it is in everything you do.
Catherine Roach is a Graphic Design student working for The Whale & Dolphin Conservation Society while living in Massachusetts. She has been in several art galleries and has been published in three art zines. Her dream is to be the captain of a ship; however, she gets deathly sea-sick. Being an artist was her second choice. She can be found on LinkedIn and Twitter. Check out her work at www.theseaoryou.com.
David Trahan is a Strategist at leading social marketing agency Mr Youth in New York, which was named one of the Top 10 Most Innovative Marketing Companies in the World by Fast Company Magazine. He currently serves on the board of the AD Club of New York Young Professionals and is an Alumni Mentor at Pace University. Connect with him on LinkedIn and Twitter or read his blog posts at GrownUpThinking.