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Los Angeles CA

February, 23rd
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    About Logos

    • Most everyone has a general understanding of what logos are, in terms of current products and advertisements. People recognize the logos of well known large companies and products. Most people will say that logos are used to help identify a particular brand. A more detailed understanding comes from thinking about how local logos, not just nationally advertised products, are used. Almost every organization, whether it is a local small business or an international charity, uses a logo. A logo is a unique graphic symbol used to represent or identify some group or idea. Its easy to see how logos are important in brand identity, and a vast amount of thought and marketing research is applied to even the simplest local logos. One thing that may be overlooked as an organization grows is the changing customer base, and changing needs based on the local environment. Managers may need to rethink the logo as the locale changes. When it comes to a local market, understanding the local demographic can make the difference between success and failure. What may be a perfect representation within one cultural context may be inappropriate in another. Logos that may be fantastic for one country may be disastrous in another. There are many dangers in remaining committed to an original logo, and creating different local logos is one ideal solution for a diversified business or organization.

      Research into tax and employment law is always done when a business expands into new territory, and often advertising is targeted to a new demographic, but sometimes the company logos are overlooked. This can be very hazardous, as a logo can be a single representation of the entire organization. By its nature, a logo is designed to convey certain properties. When the advertisement conflicts dramatically with what the symbol represents for a particular local audience, disaster is a likely result. Customer confusion, distaste, and even anger are possible outcomes, and should be avoided whenever possible. Making the investment of both time and money in appropriate research is vitally important. As target audiences and customer base change, the logos may need to be changed as well. The good news is usually a given logo can be only slightly modified for a new group of local logos. Perhaps all that is needed is a change in alphabet, or change in color. Other times an entire overhaul of existing logos is needed. In order to know what change, if any, must be done for each of your local logos, research and understanding are key. Some leaders may protest this change, saying that it adds another layer of complexity to the organization. This may be true; it may require a larger advertising or graphics budget. Making changes always requires some kind of change management procedure. Creating a set of local logos will require more coordination in a campaign. Other possible expenses include material and analysis costs as well. These things can be barriers to creating a new set of local logos, but staying competitive requires an edge. In the information age, that edge can be gained by a deep understanding of who you are trying to reach. Allocating the time and resources may be a painful decision, but preventing public relations disasters and boosting customer or client approval are valuable investments.

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