So many of our clients get stuck when it comes time to evaluate the design services and choose their brand position and their logo. Understandably, the moment where you choose your brand is a big decision!
What seems to happen is that people try to compare their new brand and logo to an existing one — and usually, one that has already invested hundreds of millions of dollars and many years in creating their brand and product. They choose brands like Coke or Nike and try to compare their logo or brand position to one. Understandably, the new brand comes up short, every time.
The thing that everyone stuck at that crossroads needs to remember is that there is a profound difference between a new brand and a well-established one. And trying to compare the two is impossible. At its core, a logo is just an image created through graphic design. It’s an image that the new company will imbue with meaning over time. The new logo does not mean anything really at the outset to their ideal audience. It may have a meaning for the decision makers – but it won’t be obvious or well-known until AFTER they take the time, energy and effort to share their brand with the world.
There is no Eureka moment when you choose your brand
It might even surprise you to learn that at the outset, Phil Knight, Chairman of the Board of Directors (and co-founder) of Nike didn’t like his logo. Take a look at the video below from CBS Sunday Morning.
The thing that makes Nike so successful is Phil Knight’s (and the management team’s) willingness to say (and believe) “OK, that’s the best we can do. Let’s go.” That decision, the one where you choose your brand is actually where the magic happens. Branding occurs in the act of making the decision — not necessarily choosing the best piece of art.
Now that’s not to say that any graphic design can be a great logo. Just like everything else, there are different levels of possibility for a logo. Some are timeless and go the distance. Some are, frankly, terrible. But if you’re looking at a logo that is truly the “best we can do,” then choose your brand and “go.”
Don’t Wait, Don’t Dither: Choose Your Brand
If you are tied up in knots trying to create your brand – look at the options, if they aren’t universally terrible, choose one. Say “OK, that’s the best we can do. Let’s go.” and move on. If you’re managing your marketing and advertising appropriately, branding consistently, your brand and logo will do what they need to do.