Be sure to read pillar one before diving into this article:
Being honest opens the door to a hidden superpower: confidence. Because of their honest nature, rebels exude confidence. Why is that? When you consistently tell the truth, you get really good at it. Unlike their deceptive counterparts who constantly have to watch their words to make sure the lies add up, an honest person can speak the truth with the same effortlessness as drawing a breath.
Furthermore, because of their willingness to accept the truth that things are imperfect, rebels can be themselves without feeling the need to impress other people. It's confidence that allows a rebel to say, "I don't have a Ferrari, I don't have 50k followers on Instagram, and I'm not a millionaire, but it doesn't matter to me. I'm still going to get out there and make a difference."
As the old adage goes: confidence is not having everyone like you, it's the ability to be yourself whether people like you or not.
Rebels are honest.
Rebels are confident.
Startups dilute their branding potential when they set their eyes on big brands like Apple or Nike. Not saying those brands aren't respectable, they are for many reasons, but they are not startups. They can't afford to be something unique because the reputation at stake is too high. In short, they cannot afford to turn people off.
But you, the scrappy startup, can.
You can nurture your brand to be bold, daring, and different from what is expected and it will give you the edge you are looking for. In fact, it would be a good bet to double-down on the elements of your startup's personality to make sure you are recognized as something different.
Now, I want to be clear, I'm not asking you to go Miley Cyrus and do weird shit for shock value (please don't twerk on Robert Thicke). But you can absolutely veer away from the staid and trite phraseology, colors, and rigid nature you see from your competitors. You can turn on a dime and move fast without getting approval from 30 people. You can do something truly impactful for you and your audience. All the while saying, "you don't have to like what we're doing, because it's probably not for you."
The win of being small is that you can do the things big brands cannot. Small wins.
Logos are tricky and inherently subjective. Not only that, but with a slew of vendors like Fiverr, Upwork, 99Designs, and friends/family who do design work as a side hustle, it's hard to figure out navigating a new identity for your startup. So, here are the top five things all startups should consider when deciding whether or not it is time for a new logo.
Is your logo descriptive of what your startup does?
Descriptive logos detail what services/products a startup provides. For example, if you owned a computer hardware startup and your logo was a monitor screen, that is a descriptive logo. The issue with descriptive logos is that they focus on what you do rather than why you do it.
Logos should be somewhat representative of the fundamental purpose behind your startup and the emotional resonance of your brand (more on this later). Furthermore, descriptive logos are a terrible solution in the long-term, especially if they are focused on a particular technology. Reason being, we don't know how long any particular products or services will be around.
Does your logo look like all of your competitors?
Everyone loves to chalk up Apple as one of the greatest brands of all time. While the logo is the tip of their branding iceberg, it successfully demonstrates the need to stand out. Here is an example of what I mean:
You see, it would have been easy for Apple to create a blue logotype just like their successful competitors, but they would not have been identifiable at all. They would have been pegged as a copycat. The goal of a logo is to be an easily identified mark that helps people recognize your startup. If your logo looks just like all of your competitors, then your logo isn't doing its job.
Did you receive all of the proper formats of your logo when you first got it?
We're diving into the weeds here, but this is an important part of logo design. The downside to sites like Fiverr, Upwork, and 99Designs is that they do not guide users through the proper ways your logo should be distributed. For example, the logo on your website should be in an SVG (scalable vector graphic) format, not a PNG or JPEG. It's not your job as a startup to know this, but you should be informed by the designer which one to use. They also do not develop variants for specific applications like social media, favicons, or different lockups for different applications. In short, if you find yourself scrambling to make your logo work in different contexts, it is obvious that the logo was not built with those applications in mind.
Is it legible and memorable?
Effective logos are simple. The reason for this is so that they can be easily recognized in a crowded market and distinguished from other marks. Simplicity, in the context of logos, could be distilled into two key components:
Legibility (how easy it is to read)
Memorability (how well you, your team, and your customers remember it).
Your logo is not a place to get fancy with grandiose illustrations or granular details. It needs to be just as clear at .5 inches tall as it would be on a billboard.
A simple test to check for these qualifiers is to try and draw your logo from memory. Ask your team and some of your loyal customers to do the same. Are they completely off? If they are, it's time to change.
Has the brand of your startup changed?
Your logo is not your brand, the brand is the gut feeling someone has toward your startup. This feeling is hard to pinpoint without walking through a formalized brand strategy process, but it is found and felt over time.
While logos are not meant for communicating everything about the company, a good logo will be appropriate for the brand. For example, Metallica's logo would not suite a company like Gerber Baby Food because the emotional qualities are at ends with each other. Gerber wants people to feel happy and cared for, while Metallica wants you to feel the wrath of heavy metal.
The first step is understanding what the feeling you want someone to have toward your startup is. Once you can define that, you can see how your logo matches up. If they are in contention with each other, it's time to change.
How does your startup's logo stack up against these questions?