Your Franchise Logo Sucks … Or Does It?

If I asked you to close your eyes and quickly name the first three logos that come to mind, what would they be? Do you see the golden arches? A white swoosh? Or perhaps the wavy green locks of a siren?

After conducting a guerilla poll around the office and asking 14 of my colleagues to quickly name the first three logos that pop into their heads, McDonald’s and Nike got the most love. Google, Apple and Coca-Cola were also among some of the other top responses.

What is it about the McDonald’s and Nike logos that give them VIP status in our visual cortex? The obvious answer is time and money, as both have been in business for decades and have spent enormous chunks of marketing dollars turning the golden arches and the swoosh into globally recognized symbols. But time and deep pockets don’t necessarily guarantee worldwide recognition. There’s more to it than that.

It turns out, the design of your logo matters … a lot!

If you’re at the helm of your franchise, you are probably proud of, or at the very least content with, your logo design. Heck, you probably even created it. It appears on every single page of your website and social media pages, your office stationery, company merchandise, the interior and exterior of your unit locations and all of your sales/marketing collateral. You’ve also most likely tapped your entire budget putting everything together to ensure it’s the best darn logo in your industry, if not the world! But ask yourself these few questions before you crown yourself the logo king or queen:

1. Is it simple?
Less is more! It’s no accident that my quick office poll yielded responses of companies whose logos are minimal in design. McDonald’s’ golden arches and Nike’s swoosh are basic shapes that any 4 year-old can draw on a sketchpad.

2. Is it memorable?
Your logo should strive to have a unique design element so consumers can not only easily remember it, but also visualize it without confusing it with another brand. My point is, if your logo resembles any of these generic logos, you’re in trouble.

3. Is it timeless?
You might consider your logo to be effective and in line with today’s design trends, but will it stand the test of time? A classic example here is Pepsi vs. Coca-Cola. Remember, avoid trends and stick to your guns or you just might become the “Is Pepsi okay?” of your industry.

4. Is it versatile?
An awesome logo will look awesome on any medium – whether it’s on a website, print material or merchandise. Can you, with the utmost confidence, place your logo on a giant billboard or a t-shirt and deem them both equally effective? Try very hard not to lie to yourself.

5. Is it relevant?
The design of your logo should connect with your target audience. If, for example, you’re striving to become the best smoothie franchise that appeals to a health-conscious and younger consumer base, you’re better off avoiding hard straight lines and going with smooth lines and shapes with a a rounded bold typeface. Smoothie King knows what’s up.

If you answered “no” to any of the above questions, there’s a good chance your logo sucks. On the bright side, it doesn’t have to. Now may be the right time to go back to the drawing board – literally.