Logo Creation
A Market-Based Asset
Unlike pricing, a logo and any other branding asset should very much be a tool for a business to use in the market as a competitive asset.
Its power and usefulness are determined by two elements which can be assessed on a moving scale (link to advanced grid assessment). These are:
- Uniqueness, which is the extent that a design asset (representing the provider of the solution it represents) can be remembered relative to others, and
- Fame, which is the extent to which the design asset (representing the provider of the solution it represents) is known in the market.
Once your logo or other assets achieve a moderate level of both of these elements, they become distinctive.
The goal of your branding is not just to look good.
It may reflect the personality of your brand, and these days minimalism and blandness is on trend, but there are elements of it we must not negate because if it is distinct enough, it is also a powerful tool that is used in advertising to grow sales.
I would like to state, however, that since this is a creative design process, we can indeed achieve both goals – that is, a style you prefer, whilst also being a powerful tool that can achieve more effective marketing.
