It’s crucial for a business to quickly tell its story – think elevator pitch. Ideally, your company’s name conveys what you do and is memorable. But what about your logo?
For some companies, the logo is a crystalizing representation of what it does. For example, the bird emitting song in the Twitter logo. The bird is, well, tweeting. Unlike some of its users’ tweets, the logo appears cheerful just as the eponymous tweeting sound effect of tweet notifications. It is inviting and fun. And, it’s ingrained in the brain of its audience and beyond. Everyone knows that logo.
For other companies, especially in small business, the logo is an afterthought. While everything else was well-considered and properly conceived, the logo is decided late in the game. Some business owners go to inexpensive, online resources to find a logo provided by a freelancer they never meet. The pitfalls are logos that are cookie-cutter images. You also get what you pay for; did that cheap logo design come with a logo standards guide? A logo standards guide provides how the logo may or may not be modified. It includes acceptable variations, such as a graphic mark, and specifies the colors, fonts and complementary fonts to be used.
A logo design from a professional graphic artist will include multiple high-quality files with the logo in color, black and white, in transparency and with different sizes for different media. These files are what a print shop, web designer, social media manager and promotional merchandise company expect to see when working with logos.
When I started my content marketing and social media management business, I wanted a name that denoted the company provides skillful storytelling, hence the name Adroit Narratives. The narrative should be consistent across media, which is why the name is not Adroit websites or Adroit social media or Adroit blogging. Now, how to represent that in a logo?
I knew from the outset that I did not want a logo with the image of a laptop computer or a pen. Yes, that would connote outsourced writing services. But, either would be rather boring and utterly unmemorable.
What would distinguish this business as my own? Some businesses use the owners’ names, such as law firms, as the brand. I opted to devise a brand about the work, so a good place for my name would be the logo. I contemplated my family crest, which includes a stag, strawberries and the motto, Je Suis Prest (I am ready). How could I incorporate the deer’s head and strawberries? I also liked this idea because I am a hunter and the buck head and antlers signify the harvest of the great outdoors to many. I wanted the logo to express things unique to me and serve as a conversation starter.
To properly execute my logo objectives, I turned to Chris Sizemore of Diliberto Studios, a talented and experienced professional graphic designer. She managed my expectations by providing a price and explaining the process of logo design.
First, we had a planning session in which I explained the above family, personal and business story. I showed her the family crest for inspiration, making it clear I was not asking for a replication, but a unique derivation. She delivered.
In the next step of the process, Christina showed me her sketches of design concepts, all of which were stunningly beautiful. She had focused on using a strawberry shape as the body of the logo and incorporated antlers. I really liked these, yet I clung to the idea of the stag’s head being more prominent. She flipped the concept around and drew a series of stag heads in silhouetted profile with a brilliant motif: a strawberry in place of the ear. Bingo! Amazing! Wow! It knocked my socks off.
Moreover, years later, I still absolutely love the logo design and what it conveys. When I hand people my card, they pause over the logo. They don’t shove the card in their purse or pocket. They look at the artistry in the design.
Besides providing a memorable logo, the design also shows that the business takes creativity very seriously, which too is a key principle of Adroit Narratives.