Given the age in which we live, the importance of logos has probably never been as high. We don’t read; we scan. We don’t research; we surf. We want information quickly, at a moment’s notice, and we don’t want to sort through meaningless data to find what we want. A logo can actually be considered a shortcut–a way to quickly memorialize everything your company stands for without infringing on the “now, now, now” aspect of today’s consumers.It almost goes without saying that your logo must be supported with strong messaging that represents your company’s core values. An image alone only goes so far to define a company, but when it’s combined with other brand attributes, and is “out there” on a frequent basis, the messaging ultimately seeps into the logo. Nike has done an excellent job of branding its swoosh, so much so that “Just do it” is synonymous with its use.
Photo by Stabilo Boss.
Clair on July 13th, 2006 at 8:44 pm
That is true. I recall talking with a friend the other night about a logo redesign. His logo needs to be different from the other donut shops so that his new business will stand out. it’s not very easy to come up with a nice design but it pays off :)