I saw my first million when I was 21. I remember the day vividly. I had a bag with me (aka Ghana must go), with a cheque in hand meant to be cashed in one of the new generation banks and a note for a management staff. This cash was meant to purchase ART (paintings). I was excited that my Uncle entrusted this task into my hands. With a bag of cash, we were off to the gallery. The curator was already expecting me, and on arrival, 4 paintings were promptly loaded into our vehicle. Did I feel awkward that I had just given out a million naira in cash to buy paintings? No! Not for a minute (oh! well you might say the money isn’t mine). This was because I had knowledge of the value of the Art we had just purchased. Matter of fact, I was eager to read about the meaning and inspiration behind one of the paintings. The painting was awesome in a grotesque way.
Let’s rewind several years back to when my nurturing on the value of Art began. It was an informal knowledge transfer, made possible through real time experience. One of which was attending many art exhibitions with my Daddy, of blessed memory. This gave me the opportunity to observe how the elite, wealthy, intellectual class and foreigners (Caucasians, Arabs, Asians and other Africans) of the 90s would stand around different forms of Art. They viewed, learned from the artist and discussed on the different types of art in the gallery (sculpture, to stone works, paintings, photography, etc). This process formed their justification and personal connection, thus; ownership of their choice of art pieces, which was paid for at premium value. Albeit, after some negotiation between artist and customer. With my “toddler” mind, I knew one thing for certain; that the meaning and the creative rendition of the Art (the buyers choice) was the real premium. Of course it had to be, because just about every work evoked a feeling, inspired an idea, or presented a unique form of style and detail. Such that if you owned one that connected to you, you could actually receive the resonant daily dose of the message, inspiration or feeling behind the art work.So have you ever wondered why Art works are expensive and accrue incremental value with time? Like the Salvator Mundi by Leonardo DaVinci.
What is the connection of all these to how you can approve a logo? If you asked this question, then you’re really following.
Firstly, the making of a logo in every sense of it, is Art – It is the only art form that specializes in the creation of a mark or symbol with the sole purpose of uniquely identifying a business, product or service from others. A logo like every other form of art evokes a feeling, inspires an idea, or presents a unique form of style and detail. One or all of these factors in a logo is what every business must desire to claim ownership of because it becomes the ultimate uniqueness that every logo must possess. By so, it is a good logo.
That said, to approve a logo:
1. Ascertain that your designer is technically knowledgeable about corporate identity. To achieve this, you will need to expect that a knowledge transfer will ensue. Every business owner must know what it takes to own and use a good logo (even where you have people to handle it). No compromise. It’s a veritable knowledge prerequisite to building a brand.
2. Ensure that you and your designer have an understanding of the big picture and there’re no grey areas. This is made possible via a discussion and the provision of a written brief that captures important information about your business or brand or personality.
3 (A). Make sure that your choice of logo is justified by meaning that resonates with either your future view, business philosophy or core value(s). You should expect to receive this justification either via a presentation or a written statement.
3 (B). Keep your unwavering focus on salient attributes that can make your logo successful. The success of a logo is anchored on key principles that are guided by the science of mnemonics. The public’s reckon, instant recognizability and ease of association of the logo to your business as you continue to attempt at transitioning to a brand increases the value of the logo incrementally to the extent that at the attainment of brand status it can itself attract financial exchange during a sell out.
Written by Dayo Abiola – Chief Design Officer of Dayo Abiola – Nigeria’s foremost logo making company.