Logo Standards from the Business Perspective
When faced with the task of explaining logo standards to clients, it seems like we have it covered.
- Don't dilute your logo
- Don't shift graphic elements
- Don't alter colors
- Don't use graphic elements as stand-alone identifiers
All very common language in the identity guides I've both read and
written. As designers we know violating the "don't" is poor practice. Surely there
are hard statistics and marketing studies out there that show how violating the "do's and don'ts" are harmful? We didn't just make it up! Problem is, I can't seem to find any!
Did I miss out on a big secret book of statics of people running away in terror from logo misuse? Sure over the long run we can pull some case studies of brand loyalty (Starbucks certainly succeeded in becoming iconic enough after 10 years that no words in there logo are necessary).
But what about small businesses, new businesses, people who just aren't design savvy? Sometimes I wish I had a spreadsheet of bottom line statistics to support my suggestions. But frankly, other than inside our own design world, I haven't seen much written FOR businesses as to why things like "make my logo bigger" are a bad
idea in the real world.
Have a missed something? What do you guys think?