A Study of Local Logos


OCTOBER 31, 2016 – By Edgar Ortiz


Last year I did a project that included going around my hometown of Belton, Texas, taking pictures of the local businesses and organizations’ signs. The purpose of the project was to get a general idea of the graphic design in Belton specifically, so the signs and logos of large corporate chains, such as McDonald’s and Taco Bell, weren’t included.

The results of the project showed me that the vast majority of the local businesses didn’t have much of a visual identity. There wasn’t a sense of consistency, nothing that made the business memorable. This lack of a visual ID immediately gave the big national brands the upper hand, most of whom have established branding.

The unfortunate thing about this is that good people end up missing out on business. A small business can be great at what they do, but low quality branding can give the misconception that the quality of the actual business is also low. This subconsciously makes it hard for new potential customers to trust the quality of a business; pushing them to choose the “safe” corporate brand instead.

Good design isn’t just for the big brands.

Schoepf’s and The Gin are examples of local businesses from the project that had strong visual identities. The two have been featured in magazines, receiving attention from outside of the local area, and in turn getting more business.

When speaking to some of the owners of businesses with a less refined visual identity, I found that many of them didn’t think a stronger logo was important to their success as a business.

A logo alone won’t make or break a business, but it can make a big difference. It plays a key role the first impression, it’s the cornerstone for the visual identity.

The project inspired me to help people see the true value of design and the impact a strong logo and consistent brand can have on their success.

People shouldn’t lose business because of a bad logo.


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