Design diagnosis: Beyond your logo

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Posted by - Starbots Creative

Asking for a ‘new logo’ or a refresh is often the first reason we get a call from a new customer. This is a fine motivation to get in touch with a brand design company like ours, however many clients actually need a different solution altogether. This is why it’s so important to have a structured approach to ‘diagnosing’ the problem, if your designer is going to advise the right solution.

The tool that makes the right ‘diagnosis’ for your brand challenge

With this in mind, our team have visualised the Starbots Brand Ecosystem below. This is our diagnostic tool that we use to address your challenges and ambitions. It’s a more scientific approach to design.

When faced with the ‘update my logo’ request, the first question I ask is – why the refresh?

Often, the business has changed in some way and a logo refresh is just one of many marketing activities needed to help them to stay relevant. Others have simply had a tough year and want to kick-start a new campaign… some feel they’ve outgrown their image… others want something that will support them into a new market.

As you can see, I’ve added a few common sales goals to the tool, to show how we feed your challenges into our Brand Ecosystem. Then, use it to map out the best course of action.

The potential business challenges and ambitions are endless, but for now I’ve selected these four. (You can see a worked example below the graphic):

You want sales to be easier

You want more repeat business

You want to be recognised

You want wider word of mouth


Worked example

Your business goal: ‘You want sales to be easier’

Looking at this goal, which feeds into the top left-hand corner of the graphic, you’ll see that the first logical place we’d start in this case is by looking at your brand strategy. We need to check you’re making the right impression on the type of customers you want to attract.

Next, we look at brand advocacy. Sales are much smoother if you’re introduced, or personally recommended by someone your potential client trusts. We look at whether that’s happening enough for you and if not, how we can offer a boost.

Although we may ultimately end-up focussing on brand experience through further discussion, for example, we take a systematic approach to finding the right solution for the task at hand. This means our design work is goal-oriented and not just nice to have. Which in turn means you get design that does exactly want you need it to.

Try our tool for yourself and do give us a call if you’d like to discuss. This visual is of course just the tip of the iceberg and we’d love to learn more about what you’re trying to achieve.

Kate Cooper – Director, Starbots Creative