Paul Rand, arguably the best graphic designer who’s ever lived said “If, in the business of communications, ‘image is king,’ the essence of this image, the logo, is the jewel in its crown.”
A logo represents the company and the values the company stands for. It should catch viewer’s attention instantly, and needs to be self-explanatory.
Recently, we designed a logo for Big Leap, a consulting service that specializes in foreign education and immigration. Their target audience consists of college-aspiring students and young professionals in India - for who they enable the "Big Leap" to foreign countries. In fact, we chose the name Big Leap after a ton of consumer research. For the logo design work, the client gave us a free hand.
We followed Miles Sellyn’s logo design principles while creating the logo. Here's how we put those principles in action.
1. First Principle: Keep it simple.
If your logo is too complicated, or has all the elements of your business, it becomes noisy. Instead, keep it simple by only focusing on the most important message you want to convey.
For Big Leap: We see companies in the immigration space showing globe, people, airplanes, and other cliched elements often mixed up together in their logo. In Big Leap's case, we decided to keep it simple by focusing on just the two words, “Big” and “Leap”.
2. Second Principle: Make it memorable.
Miles says that a logo, often your company’s first impression, should create an everlasting effect.
For Big Leap: We came up with a few concepts, and each one tried to mimic the “big leap” or a “leap”. Our artist/graphic designer Aparna, hand-drew the logo from her imagination. Frankly, it was her skill that resulted in an attractive design, that in our opinion is memorable as well.
3. Third Principle: Make it timeless.
The logo should be classic and evergreen. If a logo design is too trendy, it will get out of fashion very soon too.
For Big Leap: We believe, our use of blue, red, yellow - all primary colors and a clean and minimal design gives the element of timelessness to the logo.
4. Fourth Principle: Keep it versatile
The design of logo should be such that it can adapt easily to various applications, from stationery to billboards, or social media to t-shirts.
For Big Leap: Before we finalized final logo, we tested it against various backgrounds to ensure the logo worked well on stationery, signage, on doors, etc. As a result, we refined the geometry of logo and colors so that the logo is versatile.
5. Fifth Principle: Make it appropriate
It is very much necessary that your viewer connects your logo with a story behind it. For example, BMW started out in the aviation space. So, in their logo, the white part represents a moving propeller, while the blue section represents the sky. It was appropriate to their industry, and to their audience.
For Big Leap: Big Leap’s final logo shows a human figure leaping across, and in colors blue, red and yellow. The visual is "appropriate" to their target audience's situation. Plus, the design, colours and font-style give the feeling of a company their customers can trust.
So yeah, that was our design process with Big Leap. The design process wasn't linear, and we cannot rate ourselves 5 out of 5 on each principles. However, directionally, following the principles did help in creating a logo that is great for our client's objectives and his audience.
What do you think?
We’d love to get your feedback or your honest 2 cents on this design. Drop us a line in the comments below. Thanks for reading!
We get this a lot. Here's our to-the-point take. If your business is B2B, LinkedIn and Twitter are most relevant to you. For B2C brands or cos., Facebook and Instagram are the right platforms. To reach a younger audience, you can prioritise Instagram and Snapchat over FB.
When advertising as a business, most platforms limit the reach of your communication. If you’re putting effort in creating good content, you should invest in paid advertising to reach a larger audience and folks beyond your network.
You can always share stories (retweet or repost or share) or interesting content from your industry, influencers and partners 2-3 times a week.
Original and interesting content is necessary to establish your brand authority. If you’ve resources for content development post min. 2 times a week; if you’re constrained, we’d say 2-3 times a month. However, you don’t need to post every day as your quality will suffer. Quality is better than quantity – think along those lines.
There are numerous theories, and nothing proven (in our humble opinion) on what’s the best time to post. We suggest, post regularly, and post quality content, and don’t worry about “when” to post. If you’re doing paid advertising, timing is even less relevant.
Social Media isn’t just about posting. It is also about interacting and reaching out to your direct and indirect audience. If you can spend 30 mins. on your main platform 2-3 times a week to comment or like other people’s content, you could attract eyeballs to your page. Plus, you can post in various communities or groups.
Social Media helps build brand awareness and recall for everyone. If you’re consistent, social media can certainly drive business – the results vary depending on your business and effort.
For some businesses, it’s easier to track ROI versus others. For example, if folks walk into your physical location after viewing your social media ads, unless you ask them, you wouldn’t know if FB or Insta drove them.
For eCommerce businesses, where you’re driving traffic to your website, it’s easier to track. You can always measure no. of “calls” to your business or inquiries (more direct ROI), and impressions and reach (indirect) via most platforms.
We help clients advertise on newspapers, magazines, radio and on social media. In every situation, we’re able to reach 10-100 times more people with the same spend on social media versus traditional channels. Plus, one can argue, with audience targeting, you’re able to reach your audience more precisely.
If you’re a B2B business, case studies and white papers establish your credibility. If you’re B2C, posting video testimonials, even candid images of your business or client interactions can go a long way.
Maintain a balance – make it about your experience and services beyond just direct selling of products. At the end of the day, ask the question, did you provide new or useful information to your audience?
You’re the best when it comes to establishing your brand on social media, especially organically. With a ton of easy to use tools available (like Canva, Adobe Spark, Mailchimp), you can pave your destiny.
If you are too busy to post quality content consistently, go with an agency. Also, paid advertising is getting trickier every day – so, an agency could help you with better targeting and maximizing ROI of your spend.
We’ve tried to simplify the answers, and obviously there is much more context behind each FAQs. If you’ve a question, drop a comment below or drop a line here.
Posting visual creatives is the best way for businesses to engage with their audience. Of the many free graphic design tools on the market, is one of the most intuitive and easy-to-use. It's free library of fonts, illustrations, templates, and images give you a pool of graphics that you can easily drag-and-drop, and create beautiful visuals. Visit Canva.
Email is a great way to nurture your leads. With MailChimp (this email was created and sent via Mailchimp), you have a user-friendly tool that creates great templates and allows basic automation. Say, you want to send a series of emails after a new user registers on your website, you can automate that via MailChimp. For up to 2000 email subscribers, MailChimp is free. Visit MailChimp.
3. Grammarly and Hemingway Editor
Grammarly and Hemingway are your best buddies to make sure your text content is grammatically correct and reader-friendly. Get your punctuations right, and reduce passive voice and long sentences with these tools. You can even use these for writing regular emails (just as we did for this newsletter). VisitGrammarly and Hemingway.
"Moving" pictures, i.e. GIFs, something that was meant to be only in J.K. Rowling’s fantasy world, is a trend these days. You won't believe that GIFs have been around for 30 years already, and they are getting sexier by the day. We recommend using giphy.com. It allows you to create your own GIFs, or search for interesting GIFs to include in your digital media. Visit giphy.com.
Visuals are the best weapon when connecting with your audience--yes, we're repeating ourselves. Often, you'll need stock images and vectors (design graphics) to make your visuals better -- that's where Freepik comes in. Visit freepik.com.
Instagram has 700 million daily users.
And much to every marketeer's delight, this Social Media platform has towering user engagement levels.Instagram users are younger than Facebook's and much more engaged versus other social media platforms.
That's why, even if your brand skews to a Facebook or Twitter demographic, you should still get onInstagram. We bring to you 4 DIY tips to grow your brand's awareness on Instagram.
Vishal, our in-house Insta guru has these ideas for you. Feel free to reach out to him with questions.
1. Follow and Get Followed
Follow those Instagram profiles that can become potential customers in the near future. When you follow people or brands, by virtue of "reciprocity”, a good portion of them will follow you back. The more the followers, the more your brand gets noticed.
Example, if your business is about furniture, you should follow architects and interior designers. Many of them will follow you back, and now they become part of your audience you can influence.
2. Engage with your Audience
Like, comment or regram (similar to sharing or retweeting) posts of your audience. Use the Direct Message (DM) feature to send personalized notes. Example, when we run contests for our client’s brands, we send personalized DMs, and our participation rates are typically high.
Respond to questions or complaints. If someone isn't happy with your product or service, respond to them openly rather than deleting the comment.
3. Create Casual Posts
Number one reason why busy business-people are not able to be active on Social Media is they think they don’t have content. Vishal, from our team, has some handy ideas
4. Make Your Posts Fun
Use catchy Call To Actions like Double Tap (same as “like”), Tag a Friend, or ask for Comments in your posts. Make it fun for your audience to engage with you. Mix up fun and humour once in a while to let your personality come out.