Mardi, 6 mai 2014

5 RÈGLES À RESPECTER POUR VOTRE LOGO

la reussite

Le logo cristallise votre personnalité. Il envoie un message. C’est un peu comme mettre un visage sur votre compagnie. Il faut qu’il soit beau et mémorable! Voici 5 caractéristiques à respecter lors de sa création.

 
1. SIMPLE

On ne le dira jamais assez : il faut garder les choses simples! Votre logo doit attirer l’œil, mais ne pas confondre le client. Le message doit passer sans qu’une longue réflexion soit nécessaire. Et idéalement, il sera si simple qu’il sera facile à reproduire. Pensez au logo des espadrilles Nike. Vous pourriez le dessiner en un coup de crayon!

« Au premier regard, la personne doit comprendre votre logo. La différence entre voir et comprendre est cruciale » - Milton Glaser, célèbre concepteur graphique

2. UNIQUE

Dans une mer de logos, le vôtre doit se distinguer et être reconnu facilement. De grâce, évitez les clichés utilisés par vos compétiteurs comme des flèches et une planète terre.

Et n’oubliez pas que votre logo n’a pas à décrire précisément vos produits ou services. Le logo de Starbucks n’est pas un grain de café. Celui de Mercedes-Benz n’est pas une voiture. Votre logotype peut être évocateur et simple... sans être simpliste.

3. FLEXIBLE

Ce symbole de votre compagnie va se retrouver partout! Dans vos publicités, sur votre site web, sur vos communiqués, sur vos cartes d’affaires… Il sera parfois petit, parfois gros, en couleur, en noir et blanc, etc.

Chaque fois l’effet doit être réussi. Testez donc votre logo dans différents formats avant de l’approuver!

4. PERTINENT

Il doit représenter votre personnalité tout en s’adressant à votre public. Une firme comptable aime se donner une image sérieuse et c’est aussi ce que cherchent ses clients. Le logo est l’occasion d’établir un premier dialogue. Il faut partir du bon pied! Assurez-vous d’avoir bien évalué votre clientèle pour savoir comment lui parler à travers votre logo.

Faites bien attention à la couleur dominante utilisée : les significations sont multiples.

5. INDÉMODABLE

Idéalement, au fil des ans, les changements à apporter seront minimes. Vous n’aurez qu’à rafraîchir une excellente idée sans risquer de dérouter aucun client.

Mais la recette pour créer un classique n’est pas simple. L’auteur du logo « I Love New York » (avec le cœur à la place du « Love ») s’étonne encore aujourd’hui de la durabilité de son concept. Rappelons-nous que les trucs cités plus haut sont toujours à considérer. Et tenez-vous loin des modes! Posez-vous plutôt la question : ce logo peut-il m’accompagner pendant 5, 10, voire 20 ans?

Vous avez un logo à créer? Vous n’êtes pas satisfait de celui que vous avez? Nous sommes là pour vous aider.

Ce texte a originalement été publié dans l’infolettre de l’agence de communication Bang Marketing.

Stéphanie Kennan est présidente de Bang Marketing, une agence de branding et de marketing Web située à Montréal. Elle travaille auprès des PME québécoises depuis 1998 et se spécialise en marketing B2B. Vous pouvez la joindre via LinkedIn.

Agence communication Bang Marketing

Cet article est classé sous :Logo Création Concept Stéphanie Kennan Bang Marketing

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