When everything that comes before is taken care of, your marketing / advertising spend will go a lot further. For example, if your product is poor, or the strategy isn’t right, any promotional outlay will be a waste of money.

A logo change can cost an enormous amount of money! It’s why I tell prospective clients that it’s vital to ‘get it right’ at the beginning, rather than pay for a cheap, under-par logo design that won’t last a year, then end up spending more than you would’ve in the first place for a quality logo.

Right now we are changing our logo for the Town where I work. I used to work at a television station as well that went through a logo change. When you make that change you need to change EVERYTHING, letterhead, commercials, bugs, shirts, etc. otherwise the new logo becomes ineffective if people are using old letterhead to send out letters to clients, etc.

I’m actually a tad surprised at how far ahead Consistency is from the others. Most of the other items are a percentage or two apart – sometimes not even that much, but Consistency is double the next item in the list.

I was surprised too Lorissa. It’s a big jump. What’d really interest me is a list of the participants, the ones who gave the survey answers. Most likely people at the top of their game but it’d be nice to see all the same.

It’s actually interesting to start putting together some of the items as well. For instance, Differentiation and Uniqueness is important, but I’d say combine it with Relevance and you’ve hit the nail on the head. That brings a combined percentage of 24.4% and so a Differentiation and Uniqueness, and Relevance could, in this very unstable method, fall at #2. Not any sort of accurate method, but just interesting to think about some of these items together and the impact they’d have.

For instance, when first setting out to design a logo you need to conduct a good deal of research, to have understanding and to ensure memorability and simplicity in the drafts you create.