Should Your Logo Be Green?

A business colleague recently sent an email soliciting opinions from a select group of trusted business associates. In it, he indicated he was considering changing the color scheme of his logo to green and wanted to know if we all thought this was a good idea.

A simple question. But please, folks, don’t ever ask a marketer their opinion on what appears to be a simple question unless you’re ready for a long-winded, complex answer! We just can’t say yes or no and let it go at that!

Now this business associate had done his homework and researched the feelings and emotions that particular colors evoke. And his rationale for changing colors seemed to make sense on the surface.

BUT! He has been in business for several years. Despite the fact that he may not believe it, he has established a brand and brand recognition over time. To embark on a change, any change, without researching the benefit of making it, would be doing more harm than good.

In my business, we like to look carefully before we leap. We conduct thorough research of the competition, the target market, your current clients and your corporate culture before making any recommendations for corporate identity changes. Your corporate identity, consisting of your company name, tag line, logo, graphic elements and copy tone, should distinguish you from your competition, thus creating your brand.

So what did I tell my esteemed colleague? I told him not to make any changes until he hired Strategic Guru to provide the necessary research, of course! And if he really liked green, to paint the walls of his office or start wearing green ties to sales calls. Now my friend is an impatient man (aren’t we all?) and may choose otherwise. But I sincerely hope that he, and others like him, turn to those of us who make our living establishing brands.

As the saying goes, some things are best left to the experts. At least that’s what my husband says every time I ask him to fix that dripping bathroom faucet!

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