The scene: Marketing 257 at the state college, Anytown USA
The assignment: Based on the chapter reading and the in-class discussion, develop a logo for a new brand from one of three product categories: a chocolate bar, jeans, or sunglasses
The college professor, new to his post, had thought the assignment straightforward. The results, however, dashed that notion. What came back from students illustrated just how difficult it is to create a logo that not only uses sound design principles but also captures all of the tangible and intangible elements of branding. A commercial real estate logo bears this same burden.
Best Logos Are Timeless
The maker of America’s comfort food, Campbell Soup company, has had the same logo since 1898. Tractor and farm equipment maker, John Deer, has employed its distinctive leaping deer for almost two decades longer. The point is not so much one of age, but instead of the commitment that those companies have made to their brand image. In turn, they’ve realized the benefits of having company marks that are easily identifiable by their respective customers.
A few years back, The Economist boldly stated that “Brands are the most valuable assets many companies possess.” Logos represent a piece of any brand which market research company Millward Brown says, “...account for more than 30% of the stockmarket value of companies in the S&P 500 index....” Clearly, brands are not to be taken lightly.
More to a Logo Than Meets the Eye
A commercial real estate logo represents your company. Deciding what you want your logo to say about your company is where some consideration is needed. Logos are quick opportunities to communicate an entire brand philosophy, so it’s important to think carefully. With an understanding of your vision, your design team or commercial real estate marketing company can get started on your design.
In thinking about your logo, think in terms of your brand image. Are you a company that wants to emphasize technology? A customer first culture? Maybe you want to emphasize a global presence. You’ll also want to think about where your logo will be used. Building and business cards are obvious. But, it would help if you also thought about other marketing materials like real estate flyers and offering memorandums. Your logo should appear on each of those items to re-enforce your brand at every customer contact point.
There Really Is Psychology Behind Colors, Fonts, and Shapes
Walk down the cereal aisle in a supermarket with a six-year-old and you’ll quickly understand the weight that branding carries. What person of that age can avoid the allure of the bright colors, cartoon characters and creative photography that accompany the like of Cap'n Crunch, Frosted Flakes, and Rice Krispies?
While the breakfast aisle appeals to more basic desires, commercial real estate branding needs to be a little more sophisticated. The colors, fonts, and shapes chosen must appeal to target audiences that are going to spend or invest a lot of money with your company. According to printer Colourfast, 80% of buyers think color increases brand recognition. And, something as seemingly design-oriented as fonts can emphasize strength or trustworthiness. Shapes tap into our subconscious. Circular logos imply community where rectangles suggest stability.
No matter what you want your logo to convey about your company, take the time up-front to think about how it will be used and where. Next, consult others for their opinion. Getting objective opinions from others will ensure that logo hits the mark.