No, not the vacuum that sucks things up (although it may suck a bit)… I’m talking about a creative void. A creative void happens when things get busy, multiple people get involved in the creative tasks, and they don’t talk to each other. Another way of creative void occurs is when weeks or months go by between projects. No one thinks to compare related projects side-by-side. This happens two or three times, and you’ve got a creative brand vacuum, where your logo design has lost its sense of direction and purpose, and your brand is losing strength.
Kind of reminds me of a superhero whose archenemy is invisible but powerful.
How do you recognize if your logo design is in a brand vacuum? Gather up your recent branded projects, your team (if you have one), and your brand style guide. If you don’t have a style guide, check out this article and download this checklist. Then set yourself up to compare everything side-by-side. Use your style guide or checklist as a reference. This exercise is all about branding and consistency, in which your logo design plays a starring role.
Compare all the elements, across all the pieces in your recent projects. Ask yourself the following questions:
- Does everything look like it came from the same company?
- Are your colors, fonts, graphics, and images consistent in components and style?
- Is your logo design consistent in size, color, and placement?
- Is your logo design bold, simple, and recognizable, or does it get lost?
If some or all of your answers are no, then you’ve got a creative brand vacuum, and you’ve got some work to do!
The way to avoid this is to conduct a similar review when the next, and all future, projects are in creative development. From the first review, identify what is working, what isn’t, and how it should be changed. Then apply this information to all new projects.
Make sure your starring logo design is front and center, prominent and recognizable. All of these things together will help solidify your branding, and increase your brand recognition and reputation for consistency.
Good luck breaking out of your creative brand vacuum. If I have helped in your efforts, let me know in the comments!