Let’s face it… we all make judgments about people based on first impressions. Whether it’s conscious or subconscious, it happens all the time.
For example, say you’re sick and you ask Siri to direct you to the closest urgent care. You drive to the address and all you see is a dilapidated building with a soggy cardboard sign out front that reads “FREE CHECK-UPS” in Sharpie. No company name, no contact information, that’s it. Chances are, despite the 5-star reviews of this clinic on Yelp, you’d probably keep driving to the next doctor’s office. This time, you’ll make sure to look for a place that looks approachable, trustworthy, and professional.
With the plethora of options in today’s society of the hottest new restaurant, trendiest fitness class, or cutest boutique, it is easy for customers to make snap judgments of these places based on appearance alone, no matter how great the place actually is. Having a good logo is more than making a good first impression; it can have a lasting effect on your business.
With this in mind, I was so honored when I was asked to start thinking of logo design concepts for a program within Gold’s Gym. It’s something that most people will glance at for only a second or two, but immediately form ideas about what this logo implies. This is why that first impression is so important; just a few lines and simple colors could be all a company needs to take them to the next level. As Paul Rand said, “Design is so simple, that is why it is so complicated”.