Why your logo really matters

When I think about some of my favorite brands, the products that I buy on a regular basis are not the first images that pop into my head. Instead, the images that most readily come to mind are the logos. The three Adidas stripes and the gold and navy blue Dove logo are, to me, as much a part of the brand as the goods I depend on to fuel my everyday life.

Every entrepreneur knows that in order to resonate with consumers, they have to deploy comprehensive and connected digital campaigns. From effective Facebook ads to influencer marketing posts on Instagram and targeted PPC ads, creating content across digital customer touch points is the key to success. But before brands even begin to ideate compelling ad content and copy, they first have to design a logo that communicates their brand story and connects with potential customers.

Logos are, often, the first point of contact consumers have with a brand. Long before we’ve tested a product our service out for ourselves, our eyes have been drawn to the name, font, shapes, and selected colors that have been carefully chosen to work in tandem as the brand’s marker. More often than not, it is an interesting logo that commands my attention in a grocery store aisle than a product description or, even, a price marker. Strong logos have the power to encourage consumers to forget about pre-existing brand ties in favor of an untested competitor.

While you know that certain logos stand the test of time - think Coca-Cola and the Gap - you might not understand exactly why logos play such a big part in building and sustaining a brand. The elements of a logo - the colors, symbols, shapes, and fonts - create immediate connotations that have emotional effects. When logos are effective it is because every element of their design scheme is working toward a common goal or story. Take the Barbie label for example. This toy symbol is as renown as the platinum blonde hair on each doll sold. The large, swooping cursive in bubblegum pink spelling out the first doll’s name not only sends the immediate message that this is a toy designed for girls, but also that this is a welcoming, fun, not-too-serious toy. If the Barbie logo were in orange or, even, red, the effect would be entirely different.

Color is one of the strongest elements of a logos, and also one of the most researched. There’s an entire school of thought devoted to communicating how and why color makes us feel certain emotions.  For example, take the color yellow: the immediate connotation we assign to yellow is the sun. Because of this innate attraction, we view yellow as an energetic, upbeat color that brings energy and happiness. The brands that utilize yellow in their logos (often) try to communicate these associations; both McDonald’s and Cheerios want to communicate that their food will make you happy.

Through color, alone, brands have the power to convey an immediate and potent message. The trick is, however, really understanding your brand values and product market value and aligning a message with a tangible color scheme. Given all of the interest in sustainable materials and solution, your brand might be interested in appealing to eco-friendly consumers. But if your product is not designed to spark health or is not made from earthy, sustainable materials, assigning the color green as the anchor color within your logo will not make much sense to consumers; upon seeing green tones they’ll immediately decide your product is designed to do something it actually isn't, which will result in mistrust and no repeat purchasing. Even if they are not conscious of it, consumers are reading into the messages your logo is emanating, and if that message does not align with the truth of your product, they will (likely) be turned off by your brand. Shapes are another element of logos that give off instantaneous messages. For example, a circle in a logo automatically communicates a brand built on community and trust. Whereas seeing a triangle in a logo tells a consumer to expect a brand involved in science or religion.

Luckily for today’s emerging brands, there is an abundance of resources to make the log designing process as streamlined and effective as possible. While some brands choose to employ large-scale branding agencies, others have found great success in creating their own logos with resources like Deluxe. Regardless of which path you choose you first have to determine your overall brand mission and message. Understanding who you are, not necessarily who you want to be, but what value you can offer a customer, is the first step in great logo design. To determine the brand qualities you want to communicate in your logo, try deconstructing the elements of your brand, including: history, product, and target audience. From there, you can assign specific messages and characteristics to your logo. For example if your target audience is Gen Z and you know that they are a generation that appreciates community building and authenticity, you can bring a circular shape into your logo mix. There’s no right or wrong way to create a logo, but the ones that stand the test of time tend succinctly and creatively embody all of the elements of a brand in one visual representation.

Dollars on the Road: Working while Travelling

The ability to see the world while earning a paycheck might just be the new American Dream. With over 38% of millennials currently freelancing in some fashion, it's a concept that's becoming less “dream” and more “reality.” Many people use these jobs to make a living working from home, but as laptop prices become more affordable and Wi-Fi becomes more available, there are fewer barriers every day to making a living on the open road. Want to join the movement? Here are a few jobs that you should consider if you'd like to unshackle from a traditional desk or retail job.

Content Writer

If you enjoy writing and have a good grasp of grammar and storytelling, you might want to check out content writing. Individuals working as writers typically solicit projects from "mill" sites that list jobs available. These jobs can be as small as Twitter updates written for businesses to longer "white papers" that take on an essay-like length and depth for a given subject. One of the more stable online jobs, there's never a lack of businesses that need work like articles, blogs, and even product descriptions done.

Note: You'll need a payment account, such as Paypal, in order to get paid.

Stock Trader

One of the most well-known ways to make a living on your own schedule, stock trading holds a great deal of promise for those that show proficiency. It requires a solid understanding of any markets you're trading in, but it also has nearly unlimited earning potential for the right individuals. You'll need a good laptop and a reliable internet connection, but trading on the road can open up a world of possibilities for travel and life experiences without needing to punch a clock or answer to an overbearing boss. It can be helpful to have a subscription to useful resources such as industry news sites, stock trading classes or courses, or newsletters known for smart stock picks.

Secret Shopper / Reviewer

One of the more challenging on-the-road jobs, this position requires you to do a little research and weed out scams and fly-by-night companies before committing. As a general rule of thumb, you should never pay money for access to "lists" of job opportunities: more often than not, these are simply culled from publicly-available information and job boards and filled with positions that have already closed. Look for review opportunities that come from known businesses or organizations, and don't be shy about looking up reviews on those companies themselves.

Note: A reputable review company—either for products or experiences, such as hotels—will pay for your products or services upfront and won't require you to submit information for reimbursement at a later date.

Vehicle Advertising

While not as lucrative an opportunity as some of the other jobs on this list, partnering with a company that pays you to "wrap" your car in a vinyl sign or a specially-made window shade can be a great source of passive income. If you're planning on driving through populated areas, this is an excellent way to make money doing the driving you were already planning to do!

Note: Most car signage companies will require you to have a newer, dent-free car, so if your ride is looking a little ragged, this might not be the right opportunity for your needs.

Promotional Agent

Product launch parties, demonstrations, and seasonal displays all need to be set up, staffed and documented—so why not earn a living doing it yourself? Promotional companies routinely search for enthusiastic "brand ambassadors" to talk up their products at special events nationwide and even worldwide, so if you're young, energetic and attractive, it's worth looking into!

Note: Most companies that hire for these positions and pay for travel will ask you for a headshot and, ideally, some experience either modeling or performing in a brand representative capacity at trade shows or similar events.

If you're tired of being "trapped" in your town or job and aren't sure what to do about it, why not consider breaking free and seeing the world in a whole new way? If you have a phone, a laptop and an entrepreneurial spirit, there's no reason why you can't earn a great living while taking in some of the greatest sights in the country, or even the world.

Are You Investing Enough for Retirement?

George Bernard Shaw probably said it best: “Youth is wasted on the young.” When you’re fresh out of college and starting your first job, setting aside money for your golden years is the farthest thing from your mind. That lack of interest in planning for your future doesn’t negate the proven fact that now is the time to start your retirement savings and learning money management skills

If you do a bit of research on ways to plan for your future retirement, one strategy stands out. It is included in just about every strategic plan that the experts advise: start saving now, keep saving throughout your working years, and stick to whatever goals you set. Invest your savings to see it grow into that next egg you want for your later years.

What’s the plan?

You must have a plan; there’s no getting around that. When you’re working on your investment planning for retirement, the first thing you need to nail down is how much savings you’ll need to fulfill your retirement dreams. Envision what your retirement will look like, then ask yourself – and your financial adviser – how much that dream is going to cost. Take a look at all the different options open to you, then decide which investments will fit best in your individual retirement plan.

Social Security, et al

If your retirement plan has Social Security as its cornerstone, you may want to rethink your retirement planning strategy. The future of Social Security is heavily tied on the political climate of the country, so depending solely or mostly on it could prove risky. Getting an estimate of the amount of funds you may receive from this source can give you a starting point in your retirement plan, however. Also take into account any defined benefit pension benefits to which you may be entitled upon retirement. This can also impact the total amount that you need to be saving now.

Of course, the earlier you retire, the larger a retirement nest egg you’ll need. If you retire later in life, you’ll likely be retired for a shorter time and can get by with a bit less.

The bottom line: how much?

The burning question is, “how much is enough?” The simple answer to that would be, “as much as possible.” A general rule of thumb is to strive for savings of between 10% to 20% of your annual income throughout your working years. That’s every year, not just a few here and there.

In the early days of your career, this may seem like a big chunk of your paycheck. If you can’t muster the full percentage amount recommended, try to at least contribute an amount equal to your employer’s matching contribution.

Check on your nest egg from time to time to see how you’re doing. Most financial planners consider a withdrawal rate of four percent per year to be an acceptable rate of yearly expenditure from your retirement fund.

Do the math, tighten up the belt, and get your retirement savings on the right track. Start saving for retirement while you’re wasting your youth on being young.