A good logo can speak volumes
Logos can be one of the most effective tools for marketing and branding any business, from restaurants to retail shops. They are visually representations of a company, its image and its philosophy. And they make both the first and often most lasting impression on consumers.
“The value of a good logo is immeasurable,” said Jeremy Bennett, partner with Joots Inc., a Kaimuki, Hawaii-based marketing/advertising/design firm that focuses on both traditional and new media. “Your logo is the touchstone of your business' visual identity, which, in turn, informs the impressions that your audience has of your business.”
But they can be costly.
Professional designers can charge anywhere from a few hundred dollars to tens of thousands — and more — depending on the complexity of the logo and breadth of the project. On average, it costs between $5,000 to $10,000 for a professionally designed logo, experts say.
But cost is worth it if the logo helps promote your business and boosts sales, experts say.
“Companies can always survive without a logo,” said Bill Haig, author of “The Power of Logos: How to Create Effective Company Logos.” “But logos are the extra edge that a company can employ to be successful. And sometimes it's a big edge.”
While larger companies may have in-house graphic artists who can design logos, small businesses typically don't. Owners are left with two options: hire a professional or create their own. And the latter can be problematic if they have no training in marketing or graphic design.
“A poorly designed logo can say the message is weak,” said Dan Nakasone, owner of Ad-venture Co., which designed a pineapple-based logo for a Hawaii restaurant. “Consumers will think (your company) isn't substantial.”
But hiring a professional isn't just for start-up businesses.
Companies that have been around for years should consider updating their logo to keep pace with the shifting tastes of consumers or to better reflect changes to their business, experts say.
Zippy's Restaurants, for example, has had dozens of logo designs in its 39 years in Hawaii.
When the first restaurant opened, the logo was a design of red polka dots. Then Moki Man, a shaka-flashing surfer, was introduced as the company's mascot. Both designs were used on print products and uniforms.
But in 1975 the restaurant wanted to modernize its image. It retired Moki Man and opted for a more professional, upscale look. The company used its name — Zippy's — as its logo with orange, round-edged squares.
Zippy's has continued to use its name as its logo until a year ago, when the company introduced a symbol to represent the locally owned restaurant chain. The new logo, which is still accompanied by “Zippy's” for now, is a red circle with a thin, white “Z” in the middle.
“We went with the (new) logo because it has a free-flowing feel to it,” said Charlene Kim, administrative director who handles marketing for Zippy's. “The idea is that, at some point, we wouldn't need to use the Zippy's name with the logo. Sort of how Nike uses the swoosh.”
Zippy's new logo is an attempt to brand its image, especially on the Mainland, where its frozen retail products are now selling.
Source:
Shreveport Times
