Why You Need a Design Tool Like Mark Maker
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Kevin J. Ryan wrote an article on a new logo designer called Mark Maker, which uses highly complex algorithms to design a logo for your organization for free. He cited a few examples of terrible logo designs and looked into the implications of logos designed by machines instead of living, breathing, thinking designers. In an indirect way, Ryan’s article highlighted the need for professional design and why it matters, especially for new start-ups that no one knows about.
The reason why Mark Maker is beginning to make waves is because companies need better design practices and materials than ever before. Internet companies and start-ups have been looking for ways to distinguish themselves since the Internet was invented. The design of their websites, their logos, and their marketing materials have never mattered more than they do right now, as more companies enter the fray all the time. Ryan admitted that Mark Maker doesn’t create perfect logos and designs, only ones that are “not so imaginative that they’ll fully replace those designed by a human, but they’re passable enough to provide options for young, cash-strapped startups.” A Mark Maker design, if used cleverly, will get your company’s name out there, sure, but over time, you’ll have to create a logo that stands out and goes with your overall company design and brand story.
Design in this context has to do with the brand. Your brand must be synonymous with the logo, messaging, voice, tone and brand attributes along with all the branded applications your company uses. When you think about drinking a Coke, for example, you’re thinking about what the soda actually tastes like of course (because you’re thirsty for something sweet and you’ve had a Coke before). But the image of a Coke can or bottle with the signature red background and cursive writing flashes before your eyes. That’s because Coke has excellent marketing design that fits in with its brand and brand story.
Your company isn’t Coke, and maybe you’re not selling actual goods at all. But when customers, especially returning customers, think about using your service or product, the image of your logo along with what they think about your brand have to flash before their eyes just as if they’re craving a Coke. Your company’s design includes everything from your logo to the font and colors you use on all of your marketing materials, including your website. Everything from the font, color, messaging keywords, shape, textures and more make a difference in your brand’s overall design and how it is pictured by your target customers.
All of the elements of your brand and company’s design have to be consistent. Your logo should be represented consistently on every customer touch point. If you’re handing out business cards, your logo has to be on it. If you’re creating billboards, newspaper advertisements, Facebook marketing posts, etc., it all must be consistent with your brand and the story it’s presenting to the world. Not only does your logo have to be consistent with all of the other material (not just marketing) you’re putting out into the Internet, it has to be evocative enough to flash in someone’s mind as they consider your product or service.