Results for Clients, The Fourth Principle of the Four Principles Of Logo Design.

As a graphic designer, you are in business to make other businesses look great. “Devote your genius to making the cash register ring,” said David Ogilvy. While this quote was originally focused on advertising professionals, it hits directly at what should be important to you as a designer too. This is the ultimate result for your customers. It needs to be the primary gauge by which you measure the success of your abilities to serve your customers correctly.

“You can’t save souls in an empty church,” preached Ogilvy. Because of his commitment to this idea, his firm’s number one priority was getting results for his clients. He didn’t care to generate creative ads that wouldn’t draw people. He also didn’t care about creating well-written ads that weren’t going to be read. What Ogilvy cared about most were ads that would generate sales and bring in revenues. After all, creating sales and making money is what he believed to be the true purpose of advertising.

Mr. Ogilvy also said, “In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.” It’s this combination that counts. In the previous articles, we have reviewed the steps needed to achieve success in logo design. We have discussed research, professional discipline, and creative brilliance (BIG IDEA). Now it’s time to take these principles and make them work for you and your clients!

Research. You have met with your client, discussed their project numerous times and asked a million questions. You have read over their research while doing your own on how to create the best logo in order to meet their needs.

Professional Discipline. You are equipped for the task. You are knowledgeable and capable in your field. You are confident in your ability to satisfy your customer’s request. You have refined your skills and those of your employees so that everyone is ready to get results for your clients.

Creative Brilliance. Due to the confidence you have in your research, your knowledge and your staff, you can exercise the creativity needed to fulfill your customer’s request. You understand the BIG IDEA your customer is trying to accomplish with his logo.

Ogilvy believed that his firm existed for the sole purpose of building the business of its clients. “The recommendations we make to them should be the recommendations we would make if we owned their companies, without regard to our own short-term interest,” he said. “This earns their respect, which is the greatest asset we can have.” Long term vision is demonstrated to us in that quote from Mr. Ogilvy.

One of the prevailing things about every one of the logos we have used as examples in all of these articles is their lasting power. Every single logo we have referenced demonstrates permanence. These companies are in business for the long term. This is something to remember when designing a logo for your clients. The results you give to them should create that kind of permanence and power. Virtually all of the logos that are considered ‘Web 2.0’ convey this sense of permanence and establishment. In creating results for your clients this is something that must be achieved for them.

Walt Disney, who was another important creative force in our world once said, “Keep moving forward.” This is an incredibly significant phrase to remember in the world of logo design. Look at past successes and failures, learn from them, and try to build upon them. In logo design, simplicity has always reigned supreme. It’s fair to say that simple, eye-catching, relevant logos that convey your customer’s BIG IDEAs will always glean the best results for your clients. Results for your clients will in turn create positive results for you and your design firm in the form of respect and more lucrative work.