We have just realised that although our logo is on all our printed materials, our shop front and our paper carrier bags, we have never shown it to you, our loyal blog readers so I thought I’d show it to you today and do let us know what you think of it.
When we were working on our business plan and were so busy working out our marketing strategies to our costings to our SWOT analyses that we left the logo design to our very talented graphic designers Cecil and Ana. Although we had spoken to them in great detail trying to explain what we wanted our brand to communicate and what message we wanted to get across, we were still very apprehensive when it was getting close to D-Day and we really wanted it to look right.
Why is the logo a heart shape? Well, we had explained to Cecil and Ana how our enterprise will be a family business, we as twins working hard together and our mum helping us occasionally and Dad always hovering in the background. As Ana explained when she went through it with us, the heart symbolises our unity as a family working on the business together and it also epitomises the fact that we put the customer first, our central ethos is to help the customer and ensure they have a good shopping experience.
We decided on the tagline ‘The Ultimate Shopping Experience’ as we wanted it to communicate the message that The Cheese Mall has so much to offer the different sectors – not just different types and price bands of cheese on offer but also the Museum, the cafe, the express cashier points, the friendly staff and personal service behind our counters too as well as emphasising the quality and diversity of our product range. We hope that the ‘handwritten’ font of The Cheese Mill symbolises the personal touch we offer to shoppers as well as the quality of our product, our mum also thinks that it shows our optimism too as somehow the writing is quite cheery.
And of course, the heart is made from a block of cheese – what else could it be made from?
A logo is so important, in many ways it can make or break a brand depending on the design. We have heard of cases where companies have changed their logos and had to return to their previous logo if the new one isn’t perceived well. We are really pleased with it and feel it encapsulates our brand promise perfectly. We would love to hear what you think of our logo.
If you would like to read about how we put our business plan together and learn from it for your own business, you can purchase The Cheese Mall as a paperbook or ebook here. We hope you enjoy reading it as much as we enjoyed writing it.