In Marvel's Captain America: the First Avenger, Steve Rogers is transformed from a scrawny pipsqueak into the formidable super-soldier, Captain America.
After completing a successful rescue mission using nothing but a stage-prop shield, famous inventor and colleague, Howard Stark offers to improve upon the shield design.
He presents Rogers with a dozen different designs, some outfitted with electronics to zap his adversaries, some with spikes and other baggage. He glances on the ground and picks up a round disc.
"What's it made of?" he asks.
"That's vibranium, it's completely vibration absorbent." say's Stark.
After being put through a spur of the moment bullet deflection test, courtesy of an angry love-interest, Rogers chooses the shield and gives it a fresh paint job to match his uniform.
That was in 1944.
Fast forward into 2020 and the same shield is used in later battles without losing its gusto or its alignment with Cap's identity.
Why? Because it was a simple, elegant, and timeless choice. Unhindered by fads, excess, or things that would weigh it down.
The point? treat branding design the same way. Don't be bogged down by choices simply because they are popular today, aim for something genuinely useful and timeless.
The clip from the movie, for you poor souls who haven't seen it.
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?
50 years ago, having a car that didn't breakdown as much as the next guy gave a manufacturer an edge.
Would you expect anything less today? No. Products need to work, they need to be easy to understand, and they need to be reliable. You need to be reliable. 24/7.
This doesn't change when entering the realm of software design. Meeting these requirements is not optional, it is expected. I'd say rise up to meet them, but it's almost like telling a runner they need to move their legs in order to participate. They are self-evident.
With me so far? Good. You've got your product working and you are prepared to help users 24/7, now what?
Focus on being irresistible. Craft a story for users to engage with, be fun, be authentic, courageous, and create as much opportunity as possible for your users to be head-over-heels for you. Specifically, head-over-heels for YOU and subsequently, your product.
If you want your software to exceed expectations, build an awesome brand.