It isn’t every day we get asked to create an immense, comprehensive report (over 80 pages) for one of Visa’s most important initiatives — Innovation for a Cashless World. It was both an opportunity and a challenge. An opportunity to prove that the trust Visa placed in LOOK for such a key global project was not misplaced. A challenge to push the Innovation Center Brand Guidelines further, make the data and analytics more visually global in nature, and most importantly, weave together one united story from numerous viewpoints and subject matter authors.
First impressions are essential in business. When potential clients see your logo on the side of a building or on your homepage, it creates an immediate impression of the company as a whole — yes, just by looking at your logo. If it’s outdated, then what does that say about your company?
Logos are crucial to the perception of your company. With that in mind, it truly matters what your logo looks like. What emotions does it evoke? Is there intention behind the colors, fonts, and/or mark that’s used? Is it visually relevant?
If your logo is no longer a current reflection of your company, it may need to be updated without completely losing the visual equity of the brand.
Why should a logo refresh be your next big project?
Though the term “graphic design” has only been used for under a century, visual communication transcends history, from the creation of cave paintings, family crests, and war propaganda to the development of packaging, advertisements, logos, and UX design. It is an integral part of how we communicate.