In our business, we’re constantly asked by new clients to “rustle” up a logo for their business. Although we have the skillset in-house to do a basic logo, it’s not something we like to get involved in. Why you ask? Well put simply, we feel a logo is a really important part of your overall branding strategy. It’s not enough to just throw something together for the sake of having a “company logo”.

Although a lot of the world’s largest brands have, what can be classed as a simplistic logo, you should never underestimate the work that has been put into that logo to get it exactly right. Getting a kid just out of college to rustle up a logo just isn’t going to cut it if you really want to make an impression.

Of course, there are some exceptions to this rule, Google being a classic example. Overtime they have improved their inital logo, which was a very simple font  and made it more professional and strong logo. Most probably didn’t even notice the change, yet those subtle changes make a massive difference in the perception of the brand.

Just last week, GAP decided to change their logo and opt for a  more basic logo than their well known brand identity. The new logo was simply the word “Gap” with a square, gradient box to the top right (as pictured below). A lot of people picked up on the change pretty quickly, with many web, facebook and twitter conversations discussing how much they disliked the change.

In fact, there were more than 2,000 comments on GAP’s Facebook page criticising their decision to drop their well-known logo. Some clever chappy even set up a “Make Your Own GAP Logo” website which attracted 5,000 followers to his Twitter account. A GAP spokesperson admitted that they had clearly gone about this the wrong way…

To me this all just smells of a publicity stunt by GAP and a good one at that. They’ve had a lot of people on the web discuss their brand and have no done a u-turn on it’s use.

So the next time you plan on getting a new logo for your business, make sure you are getting the right person for the job. Not everyone needs to spend fortunes on a logo and in a lot of cases a simple logo will suffice. But just make sure you make your brand look like a brand people want to do business with. Never under-estimate the impact your logo can have on your business.

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