What’s in a Logo?
A corporate logo is the centerpiece of your company’s brand image. In fact, a great logo should be appealing and soundly designed; be functional and simple; and should be representative of your company. Last but not least, a great logo should be unique in your marketplace.
Take out your handy – soon to be extinct – yellow pages and look up the word “jewelers”. Or simply drive by your competitors’ stores. You’ll find a litany of jewelers with a diamond graphic in their logo.
Considering it’s the cornerstone of your brand, hire a professional designer to get it right the first time. Nike got lucky. When the original company called BRS decided to market a shoe called the Nike (after the Greek goddess of victory), they hired a Portland State University graphic arts student to come up with their logo. Carolyn Davidson was paid $35 in 1971 for her “swoosh” design – one of the most recognizable logos in corporate history!
Consider these other issues before making a decision:
- How does this logo reproduce on packaging?
- Does it transfer well from color to black and white?
- Is it so intricate that it is not easily read on a television screen?
- Is it timeless or are you trapped in the fifties?
- Does it reflect who you are and who you want to be?
If your logo doesn’t hold up to those standards, it’s not a brand. It’s bland – and there’s no greater marketing sin.
If you want to discuss logo creation in more detail, contact creativecats@fruchtman.com
By Shane O'Neill on September 29, 2009 :: Filed under Act,Inspriration Zone
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