You want to make it easy for people to instantly recognize your GOAT from a million other goats out there — you need a logo. Logos make it possible to understand what a product is in a millisecond, before you read anything. That millisecond makes a big difference; the quicker your neighbors understand that a “Goat for Sale” message comes from you, the quicker they will be to pass on the information to the people they know are looking for a Goat like yours.
What Exactly is a Logo?
The word logo is an abbreviation for the word “logotype.” It comes from the Greek “logos”, meaning “word” and “typos”, meaning “imprint”. A logo is a symbol and/or specific type style that represents your business or product. Some companies do not have a separate symbol at all, using only a “lettermark” of stylized words or letters. Others, usually only those that are long established, can be recognized by the “logomark”, or graphic symbol, alone — like Pepsi’s red, white, and blue marble or Apple’s bitten apple. Here are some examples of logos you are familiar with:
You can probably guess that a lot of thought went into the design of these familiar logos. They have a big job to do. They have to communicate an entire brand without any descriptive words.
Here are some of the cues used in the logos above to speak to you without a word:
- Pepsi: Red, white, and blue say “I’m an American.” The marble shape has a liquid feel and may even evoke a smiling mouth getting ready to enjoy a beverage. The word “pepsi” is a non-traditional, sans serif font that may appeal to the younger generation the company targets with most of their advertising.
- Toblerone: Yellow is a color that can remind us we’re hungry. The Swiss Alps graphic tell us the products is from Switzerland. And the type itself is fun, chunky, and long like the candy itself.
- WordPress: Simple black and white, the symbol reminds us of an old-fashioned typewriter key. The lettermark is also in a traditional publishing style serif typeface. All of these elements combined give the subliminal message that this is a publishing tool we can trust.
- H&R Block: Green always says “go” in our minds. It also says “money.” The block shape gives the symbol a solid, sturdy feel. That sturdiness is accentuated by the thick, sans serif type, which is not traditional and not quite trendy, but it is definitely too heavy to carry off without anyone noticing.
Does condensing your business into a tiny symbol and word combination sound overwhelming? It doesn’t have to be. By following a prescribed process, you can design a logo that will make a positive impression and soon your customers will readily associate it with you and your Goat.
Create The Perfect Logo For Your Goat In 5 Steps:
Create a Design Brief
A deep understanding of the look, feel, voice, and tone of your brand will help you more than anything else. You will also have to understand your customers, your competitors, and your industry. Think about a specific person who might be interested in buying your Goat. What would appeal to Amy, down the street? What would she avoid? Take a look around at what the other goat farmers, or other farmers in general, are doing with their logos. Understand how your industry is picturing itself. Do you want to be similar to others in your industry or field, or do you want to stand out? Your Design Brief will create parameters to work within.
Sketch and brainstorm
This is the fun part! Go crazy with ideas. Write them all down, no matter how impossible they seem. Get as diverse as you can with your concepts. If you have 20-40 ideas, you have a good chance of zoning in on something good.
Rein it in and draw it out
Go back to your Design Brief. Weed out any ideas that simply won’t fit within the parameters you have established. Also, think about where your logo will appear. Will it need to fit in a specific space on a website? Can it be easily engraved on a Goat bell?
Once you know what won’t work, start drawing what might work. Adobe Illustrator is the recommended tool for logo design, because what you draw with a vector tool will be easily resized later. Starting in black and white is a good idea. You can always include color later, but if it works in black and white, there is a far better chance it will be useful in almost any format or application.
Don’t forget to consider the style of the type, as well. Make sure the type feels like your brand and also aligns well with the symbol you choose.
Get feedback. Make edits
Once you have the chosen logo in front of you, the one that does everything you need it to do — describes your Goat and its personality faster than words can — clean it up, add color if you choose, and show it off. Set up a time to meet with two or three people who have a deep understanding of your brand and its place in the Goat market. Make some edits based on the feedback you receive. The better you and your reviewers communicate, the fewer rounds of revisions it will take to get a final stamp of approval on your new Goat logo.
Perfect it. Then protect it
Make sure every curve is perfect and the alignment and spacing of all the elements of your logo are exactly right before you distribute any files for production. Think of your logo as a portrait of your company. A logo can make an impression in your audience’s subconscious mind if it is seen the same way multiple times, and it will do that more quickly if it always looks the same. It’s a little like what happens when you stare at an object for a while and it leaves an impression that you can see even after you close your eyes.
Any prescribed logo variations should be clearly defined, including the specific colors allowed. Never let anyone change your logo’s colors, fonts, or spacing. Your Goat logo should not appear on a busy background, stretched, squashed, or allowed to bump into any other graphics.
Start using your new logo on everything. If you have an old logo, make sure it is eliminated from any visuals as quickly as possible. Your logo files should be readily available to share with your affiliates and advertising partners. Don’t assume they’ll ask for your new logo. Be proactive. Send them a set of files and rules for how to use them.
Let Us Help You:
If you have a goat or just about anything to sell but don’t have the time to establish a proper operations process for your marketing plan, let Key Paragon help you. We are a Marketing Solutions and Advisory firm. We partner with our clients to address their most important marketing challenges, whether it be branding, strategy, process automation, social media, analytics, or marketing technology. Happy GOAT marketing!
Contact us today and we will help you establish a logo that speaks louder than words alone!
Want to know more about How to Market Your GOAT? Take a look at our other blogs here.
Upholding brand integrity is something Shannon has been driven to do for everyone she’s ever worked with — an instinct more than a choice. She loves to get to the heart of a brand or product, learn about its heroes, understand its audience, and tell its story. Finding both science and art compelling, she studied biological science, business communications and design for print, digital and video media… leading her to the perfect blend: Marketing.
Her skills include creative team management, results-driven creative optimization, content development, and creative project management, as well as brand strategy. Learn more about Shannon’s career, brands and branding at her Uprise blog.
“Courage is found in unlikely places.” ― J.R.R Tolkien
Erika is a data and targeting expert. She has developed many segment analysis processes and target populations in order to support business initiatives. Her passion in chaos theory and fractal analysis helps her view data in a very unique way.
Erika enjoys also reading about the future of work and how we can bring it closer to the present. “How we work today will be so different in 10/20 years from now. It’s exciting to see what will happen given all the economic, human, and technical evolution we are currently experiencing.”
…and Han shot first…