What is a logo?
A logo is a graphic representation of your company's identity. It is composed of a symbol, illustration, and / or typography (sometimes called a "logotype").
A logo should:
1. Attract attention, and then leave an impression
2. Create a look that is unique and distinguishable
3. Reflect the overall "feel" of the company it represents
4. Promote a feeling of authenticity and professionalism
What is a Corporate Identity System?
In designers' terms, a corporate identity is a defined system of graphic elements that represents your company. In layman's terms, it's how you create your company's "image." The unique look of your logo should be integrated throughout all the elements of your business materials: business cards, stationery, packaging, signage, sales kits, media advertising, promotions, etc. All the pieces of your alpaca marketing should appear related. An identity system lays out guidelines ensuring consistency throughout all a company's marketing. It should include color and paper selections for printing, layout and design of stationery and promotional materials, secondary logos or icons for websites and packaging. An identity system may also include specific typefaces-- primary and secondary, tone and 'voice' guidelines for writing, and style of photography and video.
Just Starting My Business, Why Do I Need a Logo?
Many businesses, and particularly alpaca businesses, eager to open often give little thought to their identity. With so much to get done, designing an appropriate logo hardly seems like a top priority. However, this oversight can prove to be a costly error in the long run.
- A new alpaca business must compete with established alpaca farms. A quality logo is one of the easiest ways to gain credibility and professionalism right from the start, when you need it most.
- A new alpaca business usually has to attract customers away from competitors, as well as connect with potential new breeders. A distinctive, unique logo, one that stands out in people's minds, is much easier to remember than a farm name alone.
- A logo adds visual appeal to any document or alpaca farm website, and increases the impact of your promotional materials. Also, each piece of clearly branded alpaca marketing, serves as one additional visual impression in the public's mind, that when added to all previous brand impressions, creates and ever-increasing public awareness.
- A strong, unique alpaca logo will serve as the foundation for all future alpaca marketing materials and is the cornerstone of an effective Brand. Doing business without a logo is like fishing without a pole. You might catch something, but it is unlikely and will take a lot of time. Having no logo at all, or even a poorly designed one signals to people that your alpaca business may not be doing so well. And no one wants to do business with a failing company.
- Eventually, the time will come when the need for a professional logo is evident. Having already begun to establish the presence of your company, you now risk diminishing your existing alpaca farm's brand equity. Additional money will have to be spent to promote the change or introduction of a new logo, in order to prevent confusion in the public's mind and potentially losing business.
Do I Really Need a Professional Designer?
Everyone wants to save money. You are probably thinking you could design a suitable logo yourself, after all, it's your alpaca business. Maybe you know someone who is into art and can draw well. True, these alternatives may save you a few hundred dollars now, but how much are you damaging your company's potential for success in the long run?
A professionally designed logo is a one-time expense that will benefit you for the life of your business. Many times, your logo is the first element of your business that a person will encounter. Think of your logo as your ambassador, or public relations person. It is literally the public face of any business and is held in their mind when they think of the business. Just as you wouldn't go out into a public venue yourself, looking shabby and inappropriately dressed, you don't want your alpaca business to either. First impressions are of paramount importance for a business in attracting customers. And this is ever more true in the alpaca business, where potential clients are considering decisions that could substantially change their lives.
Today with the proliferation of desktop publishing software and easier-to-use design software, almost anyone can hang a shingle announcing his or her design services. But just because someone can draw, use a variety of software and 'knows a little more than you do', does not mean they will create a strong logo for your alpaca business. It is similar to asking someone who knows how to use a saw, a hammer and a drill to build your house. There is a lot more that goes into creating an appropriate logo for a business than simply knowing software and being able to draw. And the explanation of this is beyond the scope of this article. But suffice it to say, that if you are serious about succeeding, than you should be serious about the development of this most important Brand cornerstone.
If your logo does not represent your company in the best light from the get-go, you will spend a lot of money in the long run trying to make up for bad impressions and lost time. You put a lot of thought, time, energy and money into the selection of your alpacas; your logo is no place to drop the ball in establishing a successful business.
Not only does your logo provide the first impression of your company and a recognizable look to ads and products, your logo will be advertising for your company all the time. Everyplace it exists, people will see it--from signage to the bank teller who handles a company check. Your logo and identity are always working for you; make sure they are saying the right thing.
Creating Your Logo
In working with the designer who is to develop your alpaca farm logo, research is an important starting point. Begin by noting and collecting samples of identities you like and don't like. Articulate your vision and share this vision with your designer.
You know your business and yourself better than anyone, so don't rely on the designer to know everything, especially that which separates you from your competitors. You need to do your research first in regards to how you want your alpaca business to be perceived and what your goals are. And to help your designer create the most appropriate art, let them know your plans for use. Will it appear in signage, on a trailer, embroidered, etc? Additionally, being an alpaca breeder is relatively rare as far as small businesses go. Therefore, the average designer will need your guidance with many things from even the most basic, what does an ideal alpaca look like? Before you even look into hiring a designer, define your objectives and strategy first.
Find a designer with whom you can communicate, someone who understands and really listens to you. Then open your mind to many possibilities and let your designer do what you hired him or her to do
What type of logo design am I looking for?
Once an alpaca farm name is selected, the next process to consider is how you will present it to the world. A logo represents your company's or product's identity and not only does your logo and slogan provide the first impression of your company and a recognizable look to ads and products, your logo will be advertising for your company all the time. Your logo and identity are always working for you so make sure they are projecting the right image.
Surveys show that corporate image materials such as letterhead, envelopes, business cards, web site, and promotional items are more important to conveying a company's prestige than how long your company has been in business, the location of your headquarters, charitable activities, or the number of employees. So a new farm with a strong brand image will be well equipped to compete against alpaca farms with many more years in the business.
Qualities of a Successful Logo
Timelessness - A good logo should be difficult to date. For example, monograms, geometrical shapes, primary colors, and bold san serif typefaces are indicative of the 1960's and 70's. Slashes and abstract shapes were popular in the 1980's, whereas, the 90's saw the advent of more illustrative logos. Durable logos generally steer clear of fashion and make their own statements.
Simplicity - A simple logo communicates a message clearly and provides the best solution for reproduction and readability.
Unique Features - Distinctive features are necessary to create a memorable visual statement. An intriguing visual statement uses content which engages the audience, possibly using vivid colors, interesting illustrative elements or an optical illusion. Additionally, if your logo looks like someone else's you could end up promoting their business!
Symbolic Meaning - The visual statement should also have symbolic meaning, conveyed with either literal or metaphorical imagery.
Engaging and Evocative Content - In an instant, your logo must enable the audience to notice you, interpret your message, distinguish you from others in your industry, and remember you. But more importantly, it should evoke some feeling. Make someone feel something when the see your logo, and you can bet they will remember it. Just make sure you're evoking positive feelings!
An Additional Note on Simplicity
People process an image in their mind more readily than words alone as long as the image is simple. For instance, a person's mind can decipher an image of a red box and understands what it is well before they can read the words 'red box'. Additionally, a simple logo provides the best solution for reproduction and readability. For a business to succeed, it needs to be marketing across a wide variety of media. Therefore, a logo will need to work well at a number of different sizes, in different formats and if you have a colored logo, it should still work in black and white. Simplicity of shape and color will ensure that a logo adapts well in all arenas.
The Best Logos…
The best logos are those that are unique, easy to recall and evocative. And by evocative, I mean they can create an emotional response when viewed and call up specific messages or themes. Of course, over time, your interactions with the public and your reputation will imbue your logo with additional meaning. Successful logos need not always be "understood" in full at first glance. With only a matter of seconds for viewing it is more important that they have a strong impact and stand out from the masses of other logos. And the "recall" of a logo is often enhanced by its uniqueness and the emotions it evokes. Of course repeated and consistent exposure to your logo can only help this.
So in closing, when it comes to your alpaca farm logo, remember you are competing for the public's eyes, memory and emotions. People are bombarded with marketing images at every turn. To ensure yours is working for you, put some work into developing an effective one right from the start.
