Apparently, a lot.
As auctioneers you’re portraying a brand, what you’re selling, who you’re selling to, and what you stand for. Whether it’s honestly, loyalty, trust or just getting the job done well, your brand is who you are. It’s hard to go back and change your brand once it’s created, so getting it right the first time is pretty important.
When creating, or re-designing, your brand you want something that’s not only going to stand out, but help tell new clients what type of company you are.
One of the first steps in creating your company/brand is your logo. What colour(s), fonts, sizes, etc. should be used to express your company best. What will stand out to potential clients and bidders consciously and subconsciously.
When creating your company logo, how many of you considered the affect colour would have on the perception of your company? Or, was it based on gut, whether you liked the colour or not.
The following article, “What the Color of Your Logo Says About Your Company” by Catherine Clifford, discussing how the colour in your logo can affect how potential clients feel and view your company. Catherine talks about how different colours affect different feelings in a person.
For example, let’s take our logo.
Global Auction Guide’s logo has a large green G with the accompanying GLOBAL AUCTION GUIDE in navy blue. The green G can portray feelings of growth, freshness, and caring while the blue gives a sense of security, honesty, and trust.
How does your logo stand up to the test? Based on the article, is it how you want your company to be represented?