Logo Design: Much More than a Pretty Image

Jul 27, 2017, Written by Shelby Thomas

Logo design

When you visit our website or browse our social media, it may not seem that we offer a wide range of logo design and marketing services. This is intentional, so let us explain! When I was studying marketing in college, a lot of time was spent on strategy and goal setting, rather than marketing tactics. Far too often, companies are willing to throw money at big agencies offering one-off logo designs, websites, etc. This, “Thanks, see ya later, here’s the invoice” mentality leaves brands with an empty logo, void of any core meaning and strategy that a business can really build on. This is because too much time was spent on tactics (ooh, ahh, flashy tools), and not on vision and long term strategy of the business.

Since the beginning, Crossroads has always sought integrated brand strategy and implementation – an all-around approach to business, marketing and sales, rather than solely offering individual marketing and design services. Being this involved in the client’s business, we see more success with brand cohesiveness, memorability, and a clearer vision to accomplish objectives moving forward. If you are thinking about rebranding your business, allow us to offer a proven path to developing a brand image that stands the test of time, is visually aesthetic, and effectively promotes the products/services you offer.

Determine If/How Much You Need to Rebrand

There are several reasons a company may look to rebrand:

  • Their image looks dated, stale and unappealing.
  • Their logo does not look good digitally, a hallmark of today’s marketing success.
  • They have introduced new products that do not currently fit the brand’s image.
  • They need to recover from negative public relations.

These are only a few opportunities to rebrand your business, or even a partial rebranding. Perhaps your logo just needs to be cleaned up, streamlined, and setup for different media. Often times, when this is possible, it can have better results, as your reputation (if good) does not risk getting lost. However, if you feel the need to start from scratch, it’s important to have good reason and a plan in place.

Develop a Budget

You could easily open Microsoft Word, put a few shapes together, and call it a logo. Hey, that’s free! You could even pay $20 for a stock logo online, or run to a local agency promising quick turnarounds, etc. There are plenty of opportunities to skimp and do a half-way job. The incredible loss with all of these options is someone who truly understands your business and can guide you through the process. The result with the latter leaves you with a more confident approach to rebranding, and a logo that resonates with your audience (both internal and external).

Do a Little Research on Logo Design

While we can help you with this, it’s important to have a thought of what you may like. Searching online and evaluating your competitors logos can really help you identify where you need to be. What colors, images, icons, typography speak to your brand and its audience? If you cannot identify these on your own, that’s okay. That’s where the strength of our strategy and marketing experience will come into play.

Our Work

We work hard to stay on top of the latest design trends. When we work with you to develop a logo, you can be confident that it will be:

  • Clean and Uncluttered
  • Memorable
  • Modern, Yet Timeless
  • Well Balanced and Scalable
  • Adaptable/Versatile to Different Media

If you are looking to rebrand your business, whether large or small, we would love to talk to you about how we can help, not only in a visual aspect, but from a strategy and planning point of view as well. In the meantime, have a look at some of the recent rebranding projects Crossroads have completed:


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Shelby Thomas

As a Marketing Project Manager, Shelby's goal is to provide value for clients with results-driven solutions in website development, digital advertising, and traditional marketing collateral.

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