From the title given in this article, you might be wondering How a
Logo can Change a Defeat into a Winning? If you’ve been wondering about
it, it’s good because it is curiosity that makes one to keep learning
& developing.
As a logo specialist, I have a special bond with the logo so that
the way I see it is different than the designers usually have. Usually
designers considered Logo only as a symbol or picture that represents a
product, a company or a group. I see it as a whole unique item.
Can a logo change the defeats into winnings? The answers can be found after you finish reading this article.
If we as human have faces & bodies to be easily recognized, how
about the goals? I see logo as the face of a goal; it represents
everything that doesn’t have actual visual form. Logo has big
influences, e.g.:
Logos influence the life & the end of a company.
Logos can lift up the employees’ spirit within a company, or on the other way around, it also can kill it.
The immensity of its influence that can change defeats into winnings.
Based on my personal experience, I often find that a company that
has a bad logo usually doesn’t last long or go bankrupt. Based on the
histories, big companies who can be winners are the ones who have a
good logo or companies that are renewing it with new goals that is in a
line with the time.
How to make a good Logo? A good logo is the one that derived from
good vision, mission & strategies. A company that can win, is the
one that has good vision, mission & strategies. Therefore, the
first step in making a logo is to make vision, mission & strategies
of the company.
In the same view that human have 3 dimensions, which are, body, soul
(thoughts) & spirit; logos have visual, strategy & vision. In
logos, the spirit dimension is the vision & mission which can’t be
seen visually but are the preliminary element of forming the Logo. The
Strategy Plan is the Thoughts Dimension while its visual form as the
Body Dimension.
The logo making process steps is started from the vision mission
building stage, then strategy stage which explain how to reach the
vision & mission which translated into the logo form.
Stage 1. Vision & Mission
In making a vision mission, there are some important requirements factors that we should know.
The Vision & Mission should have correlation with the business
that we make, for example: If we want to build a school, the vision
mission is to educate the students.
The Vision & Mission should be unique, not a copycat of other
companies’ nor the competitors. With this uniqueness, then we can
compete with the others.
The Vision & Mission should be positive, never has negative one.
The Vision & Mission should not only give external positive
impact, but also give internal positive impact if the company should
also think The Vision & Mission that can raise the prosperity of
its employees.
The Vision & Mission ideally, not more than 10 items for the member to remember easily.
The Vision & Mission should be focused. If not, the direction won’t be clear enough.
The Vision & Mission should be derived from the inputs of other people, so it can be perfected.
Stage 2. Strategy Plan
This strategy is used to get The Vision & Mission, which are:
Product Strategy, Product should be unique and in line with the The
Vision & Mission. Things that we have to consider here are:
The uniqueness of the product, which is different than the competitors.
Added value that we have and others don’t have.
To unite 2 products that can support each other so that can have more value.
Marketing Strategy, there are some that we should decide:
- Decide the Target market (Segmentation)?
- Decide to choose the Niche Market or the Rare Market
- Decide How to Sell?
- Decide the Customer Service system
Promotion Strategy, how to appeal people to buy the products (e.g.: with discounts, etc)
Nurture Strategy, is the strategy that is used for:
- Improving the Skill & the working Abilities of the employees to be able to work better.
- Building the Mentality & the Morality of the employees in working, e.g.: by doing the community prayer in the office.
- Building good relationship among the employees, by giving outbound
training & other things can improve the team work & trust one
with the others.
- Building Motivation in working so they can keep their working quality
consistency, e.g.: by letting them go to motivation seminar, etc.
Stage 3. Logo Implementation
In the Logo Implementation, there are 7 steps which are:
Brainstorming, we conclude all the vision & mission & the
strategy into one conclusion of the logo concept. Then we write as many
keywords as we can that can represent that conclusion.
Research, from the conclusion that we made, we make a research to find what are the visual form that best represent it.
Visual Choice, from all the pictures that we found, we pick which
ones that most represent & in a line with the soul of the
conclusion that we made earlier.
Sketching, from the visual form that we picked, we modify it to be
simpler & into some alternatives form which we think good.
Typography, from the visual form, we choose the font that most in a
line with the visual logo form, in which still has the connection
between the font from with the logo conclusion.
Coloring, the already set visual form & typography, then we
find colors which look up to the logo concept. E.g.: if a bank logo
wants to appeal as a trusted bank, they can use blue color to symbolize
the Trust.
Compositing, after colorings, then we see the composition if it is
used in the name cards, letters head, are they compatible or not. If
it’s not that good, we can do some adjustment such as reducing the font
size, etc.
By doing all of these stages, we will produce a perfect logo which can strengthen the company that I represents.
This is the answer of the above question, “How Logo can change Defeats into Winnings”
because a company that about to be bankrupt, if they do the correct
Logo Process, that is started by forming the Vision & Mission,
Strategy Plan then the Logo Implementation, will resurrect again.
