One of my favorite opportunities as a designer is logo creation. I absolutely love the process of expressing a client's identity into a single, versatile graphic.
However, it comes with many challenges. One of the greatest challenges is deciding on whether to create a simple or complex logo. Some clients like the idea of a simple, versatile logo that could easily be printed onto t-shirts, business cards, or notepads. There are also clients who like the idea of a complex logo, that illustrates all that their business has to offer.
When looking deeper into this question, some of these tendencies may be influenced by brand confidence. The idea of a having a simple logo to reflect your complex company can seem like you are not properly conveying your company and causing your brand identity to be unrecognizable. Conversely, the desire for a larger, complex logo often stems from the wish to encompass everything your business has to offer and to be noticed by potential clients in the process. However, it all begs the question: Is bigger better?
Earlier this week I was listening to Lindsey Stirling, my new favorite artist, on Pandora. A commercial came on that served as a terrible ad and a great example. The commercial was promoting a limited-time sale on lasik surgery. The commercial was not great, but it wasn't the worst. What struck me about it was how incredibly un-targeted it was. Here's the thing ... Lindsey Stirling plays the violin with a hip-hop beat. This is super trendy stuff, right? It's got hipster written all over it. The only problem for the lasik company is this: Hipsters love their glasses. They don't want to stop wearing them. Some of them wear them even without needing them. So, where did the lasik company go wrong?
From time to time we have all been taken in by the wonder of a Buy One Get One sale. Even if we didn't make an unplanned purchase, we were intrigued by the idea of getting more proverbial bang for our literal buck. What is it about this form of advertising that makes these sales so appealing to business and consumers alike? Is it fuzzy math or is it actual magic? What can we learn from BOGO sales and their undeniable audience appeal? Is it just a cheap gimmick or is there something more to it? Read more and you may get more than you bargained for.