Life is a Journey
If you see life as a journey, not a destination. Mistakes aren’t the goal but when risks are taken, mistakes should be expected. Without preamble, suffice to say I had my business plan, all my stats and saw a good opportunity. I was now ready to work on my logo.
I’ve gotta Be Conservative, this is Wall Street
I’d seen the symbol in my head for yonks. The 2-D diamond shape, the smooth curved lines embodying both the strength & flexibility of how I envisioned for my business. When the designer sent me the final artwork, I was thrilled. My web designer posted it on the website and my heart deflated.
Something was “off”. I didn’t know what. The colors were “off”, the shape was so constrained. The Logo didn’t represent me or my brand. It represented a brand I thought clients would expect to see. Well, maybe in 1973.
The color scheme were the patrician colors of Wall Street long ago. So much had changed in the past 30 years. Yet, 30 years on I felt the need to play to the staid conservative business of my youth. It didn’t take long to decide to throw all my preconceived ideas away and take a risk. I armed myself with some color studies and used those results to design my new logo. One that would embody me and speak n my voice about the future.
The Freedom of Change
The freedom to change is hard work. Throwing out preconceived Ideas, I used a few resources but the most useful was A Kissmetrics Infographic from a recent survey: from which I gleaned the following pearls:
- 92% of people say visual dimension is the #1 influencing factors affecting their purchasing decisions
- Studies suggest users make a subconscious judgement about a product within 90 seconds of initial viewing
The content must be sufficiently useful to their needs to keep them coming back:
- An experience they enjoy
- Content they need
- Presented in a clean obvious way
More and more users use visuals and color to decide if content is sufficiently useful. With so few seconds to grab their interest and convey your credibility. So I put a new design mandate out and selected a logo I like so much more. It speaks to me and it blends with the colors used on the
Shape in Action
The new logo was added to my website header and the whole page lit up. This logo resonates with me. The shape, no longer diamond is now V-shaped and still has the undulating waves of flexibility within structure that are the hallmark of success in derivatives trading (IMO). The “V” shape fits better: Volatility, Value, Victory, Vivacious and VERY cool.
Color in Action
There’s a lot online on color theory. I used one from www.kissmetrics.com and it’s well worth a click. It shows the results of a real survey which notes:
Women loved the most: Green, Blue & Purple and hated Brown, Orange & Grey.
Men loved Green, Blue & Black and hated Brown, Orange and Purple.
The Gifts of This Mistake
Not only do I love my new logo more, but it fits with the images I use on my website better. Some other observations include:
- Trusting my gut when something doesn’t look right and
- Learning to be me… and no one else
- Friends were surprised at my conformity here. But that’s the danger when you begin by wanting to please others instead of yourself.
- The fact that I like the logo more has given me a psychological boost. My content flows better.
One of the best things about being independent is that you can test fresh ideas quickly without institutional bureaucracy. So carpe diem, viis tuis (Sieze the Day, Your own way).
Have you ever had to make a change which at the time seemed relatively small but which endedu p changing the path of your business? If so, please leave it in the comment section below.
That’s it for me everyone… Have a nice day.