The Power of Words in Designing a Logo

29 06 2012

WordsI’ve had an epiphany. A design breakthrough. I’ve got my logo concept “figured out”.

And it’s all thanks to a little word power!

I’ve talked about important verbage in my previous blog, particularly in terms of determining your company’s message.

An initial stage in the DMT logo design process involves filling a page or pages with company-relevent words – descriptive, associative or otherwise. One word leads to another, which leads to another, which eventually and reliably leads to an “a-HA” moment.

Instantaneous logo perfection? Ideally, yes, but realistically, no. However, word play always brings me one enormous stride closer to “the one”.

For DMT Artistry, a few of the words that not just lit, but quadrupled the wattage on, my proverbial logo lightbulb are as follows:

Transformation   Most of my clients come to me with an idea that their marketing materials could just plain be BETTER. So, as a combination designer-marketer-artist-human, it is my goal to be a catalyst – one that transforms “old and stale” into “downright awesome”!

Above & Beyond/Transcendence   My business is successfully operating and growing on 99.9% referral business. Why? I like to think it has something to do with my winning personality. But I also suspect that it stems from a personal mission to exceed expectations. That’s not lip service, either; it’s the way I do business. Ask my clients.

Flights of Fancy   There’s a reason “Artistry” is part of my company name; it represents the creative evolution of ideas and the artistic combination of “form” and “function”. So, yes, I consider “flights of fancy” essential to providing my clients with fresh and unique designs.

Energy   My designs are not static. Why should my logo be?

Awesomeness   My ego and I love to elicit the “wow” factor just as much as the next human, so I put that desire to work for my clients, creating designs that are downright… awesome.

Have an idea of what my logo will be/contain? Let me hear your thoughts!

First person to deduce correctly before my next blog post will receive a free, 2-sided business card design for themselves or a friend. (Those few who already know, sorry! You’re out of the running.)

Your Turn
Ask yourself, do any of these words describe the essential essence of your business? I challenge you to create your own word list with at least 20 real zingers. Now hone in on the 5 most important, most relevant, and most meaningful.

In your future dealings with designers, marketers and associates alike, you’ve now got 5 powerful tools for directing the form and function of all future marketing materials. Bravo!

Next Week’s Blog: Logo sketching.

“Handle them carefully, for words have more power than atom bombs.”  ~Pearl Strachan

Dawn M. Tomczyk-Bhajan  |  DMT Artistry, LLC   |  www.DMTArtistry.com

All content Copyright © 2012 DMT Artistry, LLC, unless otherwise noted. All Rights Reserved.





Ask the Right Questions, I Do

15 06 2012

Question markTo find the right answer, first you must ask the right questions.

Sounds like something from the Matrix, doesn’t it… or maybe Yoda. And while, on my rougher rise-and-shines, I may look like Yoda, this wisdom is straight-up designer’s mantra. Asking questions is how every great design is born.

When I discuss a new project with a client, we always have a pre-design interview. During this interview, I ask them important questions that help lead me to create not only what they like, but what will be most effective.

In the case of my logo re-design, I am the client. That would make it my turn to answer the questions! A few of those are below. Use them to ask yourself the same, and see if your marketing is matching your needs:

Who is your target audience for this design?
This is an important one! Many business owners forget that the goal is to attract and retain the clients that bring/will bring them the most value. It doesn’t make any difference whether your teenage kids, office staff, or best friends think your designs are “da bomb”, if it turns your best customers away! And let me tell you right now, if you’re trying to please everyone, your marketing is already doomed to mediocrity or just straight-up failure.

As a rough overview, DMT Artistry’s target clientele is small to mid-sized business owners and leaders, male and female, across the United States. These are entrepreneurial-minded presidents and top management that have a vested interest in the growth and success of their companies. They are enthusiastic. They operate on integrity and drive. They are not looking for down-and-dirty, but rather intelligent design. They come primarily from referrals, and secondarily via online search.

What message are you trying to convey with your design?
Part of the answer to this will come from answers to the previous question. But who your business is as a culture will help fill in the blanks.

For DMT Artistry, the message includes: energy, artistry, creativity, professionalism, uniqueness and warmth. It will be my goal to turn these general descriptors into a message that’s uniquely DMT, and then that message into a visual representation – my logo.

Sounds intense? It is! But that’s half the fun!

When is your goal launch date for this design?
What’s the point in tackling this process, if you need a logo tomorrow? A realistic timeline is crucial.

Right now, because the fate of my office decor and future marketing materials rests heavily on my logo re-design, I’d love to complete it in a month’s time. However, I did say “realistic”, and as my own re-branding must tuck into the cracks of my existing project schedule, 2 months is a more reasonable estimate.

Your turn…
Have you been asking yourself these questions about your own design projects as you read? Try it, and let me know what you discover!

Note: My next blog will post two weeks from now. ‘Til then, hope business keeps you hopping!

“Do or do not… there is no try.”  ~Yoda

Dawn M. Tomczyk-Bhajan  |  DMT Artistry, LLC   |  www.DMTArtistry.com

All content Copyright © 2012 DMT Artistry, LLC, unless otherwise noted. All Rights Reserved.





Logo Inspiration

1 06 2012

Designing a logoI’m in the midst of one of the most thrilling, frustrating, illuminating, time-consuming, tear-jerking, soul-searching, INTENSE experiences of branding (or re-branding) a company – conceptualization (read: brainstorming) of the logo design.

I cringe when I hear that a logo was born fast-food style at the clumsy hands of cousin Earl, career couch potato with a laptop. That’s like saying, “oh, yeah, I’m having my handyman wire up some braces for my kid’s teeth – he’s already got wire, glue and pliers.”

If you, like me, think of your business as your child, don’t let a non-professional within a mile radius of your logo design! This foundational branding mark is the representation of your company, your products and services, your future success, your image, your corporate culture, your staff and, yes, YOU. Treat it all like the gold mine that it is, and get it done right the first time.

Soapbox stashed safely back in the closet, I just wanted to provide you with one of my favorite sources of logo inspiration – a website entitled “Logo of the Day“. This site is updated – what else? – daily with fresh new designs and long-standing icons. The comments below each logo often provide useful insight as to why a logo design does or does not work.

So, back to the drawing board for me, but strap your camera around your neck, your fanny pack around your waist, your tourist hat on your head, and take a stroll around Logo of the Day for ideas and motivation!

Good design keeps the user happy, the manufacturer in the black and the aesthete unoffended.”  ~Raymond Loewy

Next Week: Topic to be determined

Dawn M. Tomczyk-Bhajan  |  DMT Artistry, LLC   |  www.DMTArtistry.com

All content Copyright © 2012 DMT Artistry, LLC, unless otherwise noted. All Rights Reserved.