Logo design needs to drive results. The logo is an integral part of the brand. It is the public face of the brand every minute of every day. It needs to be working hard every minute to support your overall communication objectives and support the message you want in the marketplace.
There are tons of examples of poorly executed logos. I find it more useful to analyze successful, well-executed logos and especially redesigns. A logo redesign is a chance to give a brand a new life.
I’ll use as an example a logo redesign we completed as part of an overall launch project for an energy management software company, enACT. The original logo in this case was interesting visually but had some problems in terms of long-term execution. This design, for example, would be very difficult to make out any smaller than a biz card, which is one of our many logo design tests we use here at ThinkResults.
This original logo contained the “e” and the “a” in enACT as part of its design, which was important to retain for the company and the new design.
The CEO also wanted to move into the consumer space and wanted the logo to do its share to carry the weight of that expansion and be more engaging and interesting. Another objective was to NOT use green heavily as it is overused in the energy space.
So we set to work.
This new logo contains the colors of the sky and the sun on a bright sunny day, evocative of happiness and the kinds of environmental protection that the company’s software can deliver for consumers. The brightness of the colors is engaging and draws attention.
The “bug” is driving the momentum forwards and up, also signaling positive progress. It is slightly evocative of a butterfly without being sappy. And we used just a touch of green to give a nod to the energy focus of the company.
Unfortunately, the “e” and the “a” element was not preserved in this design (we had other designs that did but this was such a clear design winner, the CEO released that criteria during the design process). This logo has, however, been very successful in helping enACT gain traction in the consumer marketplace. enACT has also recognized as one of the top 100 most interesting energy companies in the nation by the U.S. Department of Energy.
Overall, it was a successful logo redesign and this logo is out in the world driving results for enACT every day, carrying its new brand message out to consumers.
Jenn LeBlanc, CEO & Founder of ThinkResults Marketing, works with tech CEOs and CMOs to drive results. Whether it is a 350% increase in web traffic, a 1400% increase in online leads, or a 400% increase in conversion rates, Jenn delivers results.
Call for a free 30-minute consultation about your marketing project with Jenn. Email us to set up your complimentary consultation and start driving your results today.