A company’s logo serves as a visual representation of its credibility, acting as a gateway to visitor engagement, trust, and the persuasive power of the brand. It goes beyond just being an identifier; a poorly designed logo can undermine even the simplest marketing communications, such as business cards. Just imagine if the majority of potential customers were put off by a company’s business card.

At Logo Design and Branding, we tackle the challenges of engagement, longevity, and persuasion head-on by providing a solution: credibility-based logo design and branding. The term “credible” encompasses qualities such as expertise and trustworthiness. When a company logo symbolizes its business, it signifies that the company is an “expert” in that field. The “trustworthy” aspect is communicated through the design motif given to the company’s business symbol. To solidify this company image, “branding” ensures consistent placement of the logo across various touchpoints.

To begin the logo planning process, it’s essential to start with our tried-and-true Logo Planning Questionnaire. This questionnaire helps define the most compelling credibility traits that will be outlined in your client’s Logo Planning Report, also known as the Design Brief. Typically, it is presented to the decision-maker within the company responsible for logo development.

The questionnaire includes key questions such as:
– How would you describe your company/business, products/services to someone who has no knowledge of their existence?
– What makes your company, business, and products/services unique in your field of expertise? Why do people choose to do business with you?
– What are your greatest strengths/attributes?
– How do your customers perceive you currently? Are there any changes you want to make?
– How do you differentiate your company from your competitors? Describe your most crucial competitor. What can you do to stand out, if necessary?
– List all the touchpoints where your current logo appears (stationery, business cards, signs, trucks, websites). Are there any additional touchpoints where you could use your new logo but currently do not?

In logo planning, it’s crucial to start off on the right foot. There are three primary logo systems to consider: (1) company alphabet letters (e.g., IBM), (2) name only (e.g., Exxon), and (3) logo symbol combined with the company name (e.g., Continental Airlines and United Way). Following the guidance of my mentor Saul Bass, I always rule out the first two logo systems as they limit the ability to project credibility attributes through the logo symbol. The more one tries to convey expertise or trustworthiness through monograms or the name only, the less effective the logo becomes. Additionally, monogram logos are challenging to establish and can be costly to develop.

Consider the implementation and variations of the logo. For example, an airline requires long-distance viewing capabilities, signage at the airport, and consistency on-ramp vehicles and uniforms. These present opportunities for logo communication, but the design must be visible and appropriately sized for each application. Keep in mind that these applications extend beyond the website, business cards, and letterhead to include advertising and other mediums.

In credibility-based logo design, colors play a significant role in communicating desired traits. Each color carries specific connotations that complement credibility-based logo design. Here are some examples:

Red Symbolizes love, strength, vibrancy, and passion. Often used as an accent color.
Blue Symbolizes electronics, calming, protecting, and authority. Conveys a sense of seriousness.
Brown Symbolizes the earth, nature, richness, and effectiveness. Associated with politeness and helpfulness.
Black Symbolizes authority and power. Considered a classic and corporate color.
Grey Symbolizes authority, practicality