(This is part 1 of a series of posts on logo development)

As I labor late into the night (or is that early into the morning?) on version 2 of the Kilted Chaos logo (hey, there is nothing at all wrong with being in perpetual beta – just ask google!), I think more and more about the increasing connection between your old-fashioned logo and your new-fangled avatar. More importantly how the increased significance in a cohesive identity that in the past would only need to look good in stationery, a website header, print ads, etc, now has to look sharp and instantly identifiable in as little as 50×50 pixels square.

Now, am I saying that professional logo designers are doing it all wrong? not for one minute! they are skilled artists that know a hell of a lot more about the art and science behind a logo/mark than  I ever will. But if there’s a disconnect between the logo your professional designer creates you, and the identity mark seen on Twitter, Facebook, your video marketing channel of choice, your podcast avatar, even you “Gravatar” on blog comments – then there’s a problem right there.

As social media gets bigger and more widespread, there’s a growing chance that new customers first glimpse at your identity isn’t in a print ad or through a business card, as was more likely previously. No, the first thing they’ll see is that little square on the Social Network of their choice. Now when they visit your site, that same mark needs to somehow fit into the puzzle instantly identifiable with your logo.

I’d love to use our own logo as an example of how this works, but it’s still a “Work in progress” and once we show of the development of it, you’ll see it for yourself and it will be self explanatory (we hope) But in the meantime, lets use another one of our clients as an example:

SMILAY PROPERTIES:
Eric Smilay came to us in need of a website to showcase his hip Los Angles real estate listings and rentals. And well, I think we delivered exactly that -something a little bit more fashionable than a traditional real estate site, with lots of eye candy and “hipness” But the point being, when Eric first spoke with Andrew he also said “Umm well, I don’t really have a logo right now – I have a designer ready to work on it, but no concept.” Right then we brainstormed some ideas for him to have developed by his designer, and from the moment we started on his letter-mark, we saw that bridge between cohesive logo and cohesive avatar design. So, with that in mind we stuck with a primarily square letter mark, although his designer made it a little taller, which in all honesty actually looks kinda cool -little bit more reminiscent of a high rise building perhaps. But now, whenever someone see the SP icon on Twitter, Facebook or Flickr, they might visit the site, and see the same mark – BINGO! Instant recognition across all mediums!

Now I don’t for one minute suggest you all need to run out and have square (or squarish) logo’s developed (Our new mark isn’t!) BUT: if you’re just starting on a new business, or rebranding your existing one – give how your existing ID will transfer to Social Media marketing careful consideration. Perhaps you just use part of your icon? or just your initials in the same typeface and colors? there’s plenty of ways you can use almost any logo and create a cohesive social media solution from it that stays true to the existing mark!

Here’s just a few of our favorite avatar/ logo combos from Facebook and Twitter as examples – go take a look and see what we mean.

• http://www.williamsbrosbrew.com/ Twitter: @williamsbrewery
• http://smilayproperties.com Twitter: @esmilay
• http://rockymountaintroutfitters.com/ Twitter: @rmtroutfitters
• http://trendwatching.com/ Twitter: @trendwatching

If you have a favorite avatar/logo that just “Works” we’d love to hear from you, also -if you’re a professional designer that specializes in logo design, what do you think about this theory? Are we just plain talking douchebaggery here? or do you try to consider how a new logo will transfer to the clients social media avenues when sketching the initial design? Perhaps its a new source of extra revenue for you, the professional designer, as you embark on a new identity project, you can add “create a cohesive Avatar tie in” as part of the services for an additional fee?

Leave us some comment love on the subject why dont’cha!

We’re adding a new room to our virtual offices, right down the hall from the wordpress room, and the brainstorming lounge, next to the bar and before the bathrooms:

Recently we completed a site for Smilay Properties, a hip, unique Los Angeles real estate company, both Kilted Chaos and Eric Smilay are ecstatic about how the site turned out. When we took on the project, there was one major piece of the puzzle missing: a logo! Thankfully Kilted_Alex spent many years as a graphic designer for the nation’s two leading restaurant supply companies, (yes - forks, plates, chemicals, freezers -all that glamorous stuff!) along with his freelance graphic design career, so he’s no stranger to the world of graphic design.

There’s always been a debate about “buy a cheap logo, get cheap results” and while that can be true just remember, one of the worlds most famous logo’s cost $35! (Nike) Just like with our websites -we don’t believe price is a matter of quality. And just like our websites – when you come to Kilted Chaos for your logo, you’re guaranteed to leave smiling!

So, what’s holding you back? You need a clean, easy to use, easy to remember logo right? Contact Us and we’ll take care of it while making it as EASY for you as possible!