The other side of the spectrum from the â€œproblem-basedâ€ marketers are those who are absolutely committed to â€œtruth in advertisingâ€. These business owners often want to create very safe logos that donâ€™t seem to promise too much from their businesses. Theyâ€™re concerned that if they develop a logo with an underlying message â€“ like â€œgrowthâ€ or â€œtransformationâ€ â€“ and then each and every one of their clients doesnâ€™t get that exact same result, then theyâ€™ll get a reputation for lying and being a â€œbad marketerâ€.
But, a logo isn't a guarantee. Itâ€™s an expression of your companyâ€™s personality and mission. It should be a positive, optimistic, and enthusiastic declaration of the results youâ€™re trying to create in the world. Donâ€™t create a meek logo that essentially will sell your company short.
Of course, you don't want to lie or exaggerate so much that it's silly. You should be comfortable in your logo, and in the perception that your logo creates for your customers. You should create a logo that sets the bar at a reasonable, achievable level for you to attain most of the time.
But, if the odd client works with you and doesnâ€™t get the results that your logo symbolizes, then it wonâ€™t be the end of the world.