What makes a logo powerful?

grease · #1 (**permalink**) 09-24-2003, 10:55 PM

A powerful logo is not a cute font with embossing and a drop shadow. It is not a intricate drawing, a smart animation, or ambiguous swoosh shape.

A powerful logo is simple, unique, and has meaning. It begins with a business needs assessment and ends with solid design principles. Your logo is the personality of your business and as a first impression, your logo essentially is your business!

A professional logo is the fastest way to build credibility. If you sell quality products, your logo should reflect this. Likewise, a poor quality logo suggests inferior products.

A memorable logo represents every positive experience a customer has ever had with your company. A poor logo has no holding value - your branding efforts are essentially useless.

Invest your time and/or money into a developing a powerful logo before you begin your marketing efforts and you won't have regrets!

Best of luck,
Grease

Bill Haig · #2 (**permalink**) 10-10-2003, 02:51 AM

Great explanation. But let me refine this a bit.

I am not a designer, just a psychology trained communicator. My interest in logos started years ago with design legend Saul Bass (AT&T, United Airlines, Lawry's Foods, Rockwell etc.) Bass led me to do research on: "what makes a successful logo? Specifically what makes a logo work to help achieve a company's goals". The answer is simply: a logo must be credibility-based.

How does this work? Credibility breaks down into two main stems: expertise and trustworthy. How does this apply to company logos? If the logo "content" symbolizes the company business, then we (according to my research) attribute this company to be an "expert" in this business. Just like Joe the key maker with a "key" in his storefront sign.

We can then manipulate the "content" with design to say anything else about the company. For example, maybe the objective is to be contemporary looking to say that the company is "cutting-edge". Or some other non-verbal motif to say something else about the company. Joe might want to look "stable", "friendly" and "experienced" with this as an appropriate look to his "key".

Whatever this design motif (or character or look is), it visually supports our belief in what the company says is it's expertise. This is the company's "trustworthy" dimension. It enables us to size up the company in order to believe (or not) that the company can do what it says it can do.
The logo is Joe's credentials in his sign.

In short: Expertise + trustworthy = credibility = company message supported = what company wants to achieve with it's message.

Remember the classic communication model? Source > message > receiver. Guess what? Logo design is all source-oriented. It is who Joe is, not who his customers are. Nor what message he chooses to say. But that is another revelation we can discuss on this forum at another time. Just think about this startling reality, and how we can simplify our understanding about the company before we design their logo.

Still with me after that? Okay. How do we know that successful logos are credibility-based in their content and design character? Research. A lot of interpersonal research supports the fact that the source must be credible so that the message is received positively by the receiver. I just switched "person" with "company" (as the source) in my Master of Arts thesis research and discovered that credibility principles also work this way: a credibility-based company logo (again as the source)> message (as in sales pitch) > receiver (as in customers etc.) = heightened sales probability (all things being equal otherwise.)

I believe it is important to understand when creating logos, they must be credibility-based.

When we judge logos in this forum, look to see if they are credibility-based. Does the content of the logo symbolize the company business. Is the design motif appropriate to the business, or the unique character (niche) of the business, to communicate that the company is trustworthy too. Try this point of view. I do, and it works every time.

zeroflux · #3 (**permalink**) 12-20-2003, 08:36 PM

I don't know if the is the proper place to put this, but here are a few suggestions that may prove helpful to this forum:

1. Design a general logo "for print" rather than designing for a specific application i.e. a web graphic interface, a web banner. This ensures that the "brand" represented in the logo lives on beyond the edits and design changes made to collateral or websites.

1 (a). Design the general logo on a white canvas. The colors can always be modified, glossed up (3d text, texture overlays...etc.) in variations of the logo tailored to the application. Also, if the logo is going to be submitted to be trademarked, its usually submitted in its basic form. ;)

2. There are trademark and copyright considerations with logos which don't seem to be covered in this forum, and often complicate matters a lot, especially for those of us designing "universal" brands that are meant to stand the test of time.

A quick example: creating an abstract rendition from a photo of the Mona Lisa painting would constitute copyright infringement on the painter (or museum that acquired the rights) and would be considered essentially an unauthorized reproduction.

Another example: Read the terms and conditions carefully for clipart, dingbats and fonts. Some of them have strict "commercial use" clauses that could create problems down the road.

Disclaimer: I'm not a lawyer, but I have created a decent number of commercial logos, and the various legal considerations should always be part of the design process when creating a solid logo, from the original concept to the finished product.

I usually run some due diligence on my own, even prior to the client corporate attornies submitting their trademark applications.

You can do some basic searches using the word logo, corporate identity combined with descriptions of the artwork (swoosh, horse, prairie, abstract floating globes...etc.) --- naturally, its not a bad idea to check the sites of competition in similar markets to ensure that their logos aren't similar.

Just my 2.5 cents. I hope the forum admins don't mind.

jinky williams · #4 (**permalink**) 01-12-2004, 12:41 PM

The above should be required reading for anyone submitting a logo for review or assistance.

A great collection of information.

Bill Haig · #5 (**permalink**) 02-10-2004, 02:29 AM

I would like to add to my comments above. Logo implemention is the "other half" of logo design. A great logo can be lost if not handled properly during this final phase. Be consistent. Communicate, communicate, communicate. Use the proper size (larger is best.) Use the proper materials, paper, and ink. Reach as many touch points as you can i.e. use all media possible. Think of the media working as a marketing communication system working to establish a credible brand image. Remember:

Credible logo well implemented = credible brand image>influences important company messages>to important customers = sales

staceman · #6 (**permalink**) 02-20-2004, 09:08 AM

I agree with zeroflux, keep your primary design simple. Embellishments such as embossing, shadows and highlights can be added as they are needed and as the medium can handle them. When I design a logo for a client, I give them an icon to start with and also provide more 3D looking versions as well.

Strong logos are definately the most effective, such as the one for Flame designs, very cool and very effective. (Does anyone else think that the highlight along the neck looks like an arm flexing?)

Anyway, consistency is also key. I have had several clients who have stretched their logo to fit, or moved the parts around to fit a space. This is, for the most part, a huge no-no. A consistent logo always looks moreprofessional.

Bill Haig · #7 (**permalink**) 02-29-2004, 02:05 PM

A consistent logo is the major part of branding. If it is credibility-based, this branding system will go a long way to instill a credible brand image. Other actions a company does also influence the credible brand image. But a credibility-based logo is something relatively easy to do and control. Remember, research is conclusive that a credible brand image better influences messages (like sales messages) which achieve company goals (like sales.) Isn't it worth doing? Can you afford not to?

smakyyy · #8 (**permalink**) 03-04-2004, 02:00 AM

thanks guys -- that was great reading on the logos - specially zeroflux.

Bill Haig · #9 (**permalink**) 03-09-2004, 11:59 PM

Question for all of you. What role does a logo play on a Web site?

jhlim · #10 (**permalink**) 03-20-2004, 12:15 AM

Very interesting topic here! I don't think I am an expert in this field but I'll put in my opinion anyway :o)

I think what is more important to understand is not so much about the logo. Instead, all of this logo should be taken into the context of your company Brand Promise. What does your company name stand for and what is it promising? It is from here that we have a better idea on how we can put together a consistent message via logos, slogans, color schemes, level of customer service etc.

There are many many logos that we remember well and many more that we don't recall. We don't remember the logo JUST by its design but we remember the logo because of the branding effort. This includes all marketing effort to promote the brand and logo. Have you consider how simple and plain logos like Walmart, Microsoft or Dell are?

Have a good weekend.

Jeff
Thumbshots Expert
www.thumbshots.org

Bill Haig · #11 (**permalink**) 03-21-2004, 01:01 AM

Are you really saying that Walmart, Microsoft and Dell are good logos? They are simple, but that is a requirement of all logos. Look how much better the AT&T logo is even after more than two decades. Or Apple. (I could go on.) These logos have character appropriate for the company.

jhlim · #12 (**permalink**) 03-21-2004, 11:34 PM

I guess my answer to this topic "what makes a logo powerful?" is not how how the logo is designed or named. Rather it is the BRAND that makes the logo powerful.

Can you in your mind draw out or even point out the designs, color or image of the following famous brands. Here's a little game for you to prove it.

- Harley Davidson. http://www.harley-davidson.com/
- Sony http://www.sony.com/
- Krispy Kreme http://www.krispykreme.com/
- Chiquita http://www.chiquita.com/
- Clorox http://www.clorox.com/
- Gatorade http://www.gatorade.com/

I bet everyone heard of the names above but very few can draw out the logo yet when we see the logo, we'll recall it because we're quite visual by nature.

Jeff
thumbshots.org
thumbshots expert

Bill Haig · #13 (**permalink**) 03-24-2004, 02:05 AM

The company logo IS PART of the brand. Because of the exposures the company logo gets, it is a very important part of the company brand image. We hear today of "integrated brand promotion" which is just paying attention of all the "touch points" a company makes each day, including the company logo. One advantage of the logo, however, is that the company can control it. It is harder to control the "employee" as a touch point in comparison. Bottom line is that the logo does not make the brand image, but it sure as hell is an important part.
If it is credibility based, it will be a BIG part of the company's credible brand image.

jhlim · #14 (**permalink**) 03-24-2004, 11:27 PM

Every "touch point" is an opportunity for the company to build OR Destroy its reputation.

"It is harder to control the "employee" as a touch point in comparison." - it's true what you say here. BUT it is EVEN more crucial that efforts are made to train/educate employees to provide good service. Afterall, the best product with a great logo and marketing is useless if the employees don't know how to interact with clients.

"Bottom line is that the logo does not make the brand image, but it sure as hell is an important part." - Well I disagree with you on this. The Logo is important only if you make an effort to promote it.

In other words, you can have a company but one without a recognizable/memorable logo. Yet your brand or reputation is still base on your service, product quality, etc. Example of such cases would be law firms, accountants, dentists, etc

grease · #15 (**permalink**) 03-26-2004, 05:47 PM

Jhlim & readers,

I respect your comments, and while I agree that the brand image is more than the logo, I am not fully in line with your last statements. Yes, a brand's reputation can be based service and product quality. The problem is, if the visual identity of the company is weak or non-existent, the customer will remember a positive experience - but they won't associate it with your company.

For an oversimplified example, I purchased a pair of outdoor pants from a company with a mountain shape in their logo. The quality was nice and I was very pleased - until I lost them. When I searched for a similar par I found 5 other companies with a similar mountain logo and had no clue what the original brand was.

Point being, there has to be a solid link between a brand's reputation a visual identity that can represent it in a credible way.

I would even argue, in the case of convenience items, that the visual identity is more important.

In the case of law firms, accountants, and other professionals - yes they can certainly do very well without a powerful logo - but one would be naive to say they couldn't do even better WITH a great logo.

Take the Injury Lawyer, for example. This sector is overflowing with horrible design, not only for shady start-ups, but also for firms that have been around for 25+ years. When you flip through the book to start making phone calls who are you going to look at? Cognitive dissonance may prevent you from even considering the reputable firm A (with bad design) vs reputable firm B (with good design).

People make the common mistake of presenting cases against design, such as Wal-Mart, Sony, Nike, McDonald's and so on. The problem is, you are taking these design out of context. Many of today's successful companies built their reputation in an era when visual competition was not as strong and there were more limitations in design presentation.

Also, the simplicity of many of today's corporate monsters is a product from years of gradual reductionism. As a company's strength and marketing budget swelled, elements of the logo became redundent or so well known that they were unecessary.

We also cannot make the mistake of confusing memorabilty with recognition. You are not proving anything by asking someone to draw a logo out their head.

Take Care,

Grease

vitor.neves · #16 (**permalink**) 04-14-2004, 10:20 AM

Quote:

Originally Posted by grease

Jhlim & readers,

For an oversimplified example, I purchased a pair of outdoor pants from a company with a mountain shape in their logo. The quality was nice and I was very pleased - until I lost them. When I searched for a similar par I found 5 other companies with a similar mountain logo and had no clue what the original brand was.

Take Care,

Grease

Hi, it's a very important question that u made in this post, but i think the example that u gave us is not the right one.
As u tell us u remember the logo of the company, what u didn't remember was the name, and i think the name is more important that the logo.
When u want remember a company u think in the logo or in the name?
For example SONY, Microsoft, their logo it's just their name used with different type of fonts.

Best regards,

grease · #17 (**permalink**) 04-14-2004, 11:03 AM

Continue to read the rest of my post regarding 'Sony' and name-only brand images.

In my example, I did not remember the logo or the name, because both of them were weak and did not have a strong connection between them. All I remembered was a moutain-like shape. A great visual would have reinforced the name, and provided concrete vision of the company.

Grease

poetprinter · #18 (**permalink**) 04-15-2004, 12:54 PM

This almost seems a trick question since the power comes from the service or product itself. The logo merely provides a visual cue (something easier for our minds to recall).

A powerful logo must attract me & the product/service must be equally weighted. I like the idea of "other messages" being included with the logo - that is accomplished with color, font & image. I suppose the difficult part is greating a logo that is universally appealing.

The purpose of the logo is to distinguish a product/service & to differentiate it from similar products/services.

My company is From the Poet's Pencil - you'd probably expect to see a pencil in my logo, too ordinary for me. When I began looking at type, I chose several, but the one I liked the most was not reader-friendly.

The web site itself has to be equally weighted or the logo is wasted - there's a contradiction & surfers don't know which represents "the real" product/service standard.

Bill Haig · #19 (**permalink**) 05-13-2004, 04:24 AM

The purpose of a logo is to represent the company it stands for. It says what the company does. It conveys the personality and values of the company, usually to back up our believing that company can do what it says it is an expert at doing. Again what it does.

Think of it this way. You want to sell something to "Joe". In the classic communication model, you are the source, the sales pitch is the message, and Joe is the receiver. All three elements have to connect: You have to be there. Your message has to be there. Joe has to be there.

You have to be credible if your message is to be believed by Joe. Research done by others and myself is conclusive on this. I have done research on credibility based logos. Your logo STANDING IN FOR YOU has to be credible. For the message (sales pitch) to influence Joe.

The purpose of a logo is to stand in for the company, projecting company credibility. I have lots to read about this on my Web site if you are interested. Thanks.

Bill Haig · #20 (**permalink**) 06-26-2004, 04:14 AM

I would like to add a few words about CONSISTENCY.

Consistency in logo identification says a lot of things about a company, in addition to the logo itself.

The very action of being consistent tells us that a company is "reliable." It takes pride in presenting the company logo the same way in a variety of corporate communications.

It also tells us that the company is well-managed, that it is concerned with consistency in its appearance.

And finally, in Psychology 101 we learned that consistent repetition results in higher memory. The essence of branding is to acheive top-of-the-mind awareness.

CocaCola is the master of all of the above. In 1930 it had over 300,000 billboards along America's roads with their logo. It had over 20,000 building walls painted with their logo. Over 5 million soda glasses with their logo. And over 400 million advertising impressions with their logo. Again, this was 1930!

It takes time, money and consistency in logo identification. No wonder is it one of the top recognized brands in the world today.

The point is that any small business can start a positive brand for itself with the right logo, and consistency in application. With a small business budget!

pglwebdesigns · #21 (**permalink**) 07-31-2004, 09:55 AM

As someone who has taught the subject on logo development, web design and development and over 22 years in graphic design, I would instruct my students using the following syllabus I created

Logos
Here are some broad logo creation guidelines:
• Don't use photos for logos. Create your own graphics.
• Make the logo as original as you can. Stay away from canned logos and from overused symbols (like the swoop, circular symbol that's so overused these days).
• Tie the logo concept with the company name, purpose, product or intended marketplace.
• Keep the colors simple and few. Don't use more than 2-3 colors in the logo. Any more than that and it makes it too strident, too busy.
• Keep the logo's shape simple. Keep the individual shapes that make up the logo simple. Remember that this logo must be easily reproducible in print, copies and faxes.
• Make separate logos, each targeted for a specific medium: the web, for print, for copies/faxes. It should be the same logo but you ought to adjust the colors and simplify the outlines in order to accommodate for the specific medium. Reduce the colors to gray tones or black/white for the copies/faxes logo.
• The quality of the logo you crea