Every so often, it seems I am running around in circles again trying to decide how important a logo is. What makes a good logo? How much do design and color choices matter?
Certainly, the logo does become the business's mark as they sign their products and marketing materials with it. But when you are coming up with a new logo, how important are those decisions to shave a corner there, deepen the blue there, or shrink the symbol there?
As an entrepreneur or business owner, logo decisions will be a true test of your decisiveness. Having worked with over a 100 start-ups, I have seen people waffle for days on end over some of the most non-impacting decisions ever known to man. That is the trap; to over think it, and tweak it to the ends of the earth. Often times, it is one of the few creative/subjective processes that one is involved in. Those people usually either could not care less, or worse, are on track to make up their mind right after the second coming of Christ.
Barring any terrible design decisions, here is where I rest on the issue. The value of a logo sits on a continuum between design and perception. On the left side, and early on, the value of the logo rests on the design, and how well it graphically represents the business. On the right side, after business successes/failures, and brand awareness settles, you have perception. The perception phase, which is far longer than the initial phase, depends on the quality of the business. The coca-cola logo would never be talked about if the whole world ignored the soda. The K-Mart logo would not carry its loser value if the business had not inherited its inferior reputation. If Nike shoes were uncomfortable and placed 9th or 10th in people's minds as the athletic shoe of choice, the swoosh would have a negative perceived value. On the contrary, the swoosh is as cool as it is and carries amazing brand recognition because of the success of the business and the quality of the shoes, not because it is a swoosh.
Do your best to not over think your logo decisions. Focus on the business. If your business succeeds, the logo is good.
The first logo seems too busy to me.
