Designing a Successful Logo
Submitted by William Haig, from "The Power of Logos" |
Logos represent the most recognizable and, perhaps, the most important aspect of product or service branding. Like words, logos convey a sense of identify for an organization. Unlike words, however, logos often capture and keep a reader’s attention through repeated exposure. Consider Nike©. Their trademark "swoosh" logo (Figure 1) is so recognizable that the company no longer uses its name in the majority of its television or print advertising.
Logos, however, appear in a myriad of forms; sometimes organizations will use typography to establish an identity. This is known as a logotype in which a font is often refined to better reflect the attitude of the company. IBM and Xerox (Figure 2) are just a few examples of organizations where logotype is used.
TDM and transit agencies are not immune from this competitive forum of attention-grabbers. Adoption and consistent use of a logo is a very important component of a strategic marketing approach. Logos help to establish who you are. There are, of course, those who will argue that such focus on a simple illustration is less important than the basic achievements and services of an organization. From a practical standpoint, they are right. However, in the long run, what you are selling (products, services, etc.) is only as reliable as who is selling it. The identity that you wish to establish or have already established will become symbolized by your logo.
Logo Design
If you look at a variety of TDM and transit system logos, you will undoubtedly note a lot of repetition both in name and design. Roads seem to be the most recurring graphic while the word "commuter" appears incessantly, at least within the name of most TDM agencies. Such repetition is not bad on a national scale; you are not competing with other TDM agencies. Your task is to create a unique identity within your own market.
It important to remember that you do not need to redesign an established logo. You may have built a reputation on your current logo, and a change would be counter productive. Still, review the logos and names of companies and other organizations that are doing business within your market. If you come across logos and organization names that are similar to yours, you may be facing trouble. Keep in mind that large corporations, although they may be based in New York, Atlanta, or Los Angeles, are competing with you on your turf. So, don’t ignore them, and definitely don’t copy them. Adapting another well-known logo for your own use is not only illegal, it is also a poor way of creating identity for your organization. (See Figure 3).
Also, consider how your organization’s name and logo work together. Is your logo actually a logotype, incorporating the name of your organization in a stylized manner? Some transit systems, for example, are recognized more often by their name rather than their logo. Others are recognized by a combination of both.
In most of these cases, the logo and the name are synonymous. If using a logotype, you will also want to pay close attention to the way your name works audibly. Consider the common "commuter" vs. "computer" confusion. And in today’s marketplace, computer is a much more common interest than commuter. Furthermore, if using acronyms as part of your organizational identity, make sure that it works for your organization positively.
Ultimately, you want to keep any logo design simple. A preferred logo would be one-color to two-color at the most. It should be clean and easily reproducible in both color and black and white. The logo should also stand up to the test of photocopying and faxing. Elements such as gradients or minute color changes will not reproduce on a photocopier and will ultimately make the logo look dirty. Elements such as gradients should be additive and only used in documents that are professionally printed.
"An identity is the absolute bare-bones representation of a company. By definition, it has to be simple. You must be able to enlarge it and apply it to the side of a truck or a building; it has to emboss beautifully on a business card; work well on uniforms; and service a wide range of applications. It has to endure all these execution requirements."
-The Power of Logos: Foreword
Choosing the right logo is not about personal likes and dislikes; it is about effectiveness. Behind every logo, there must be a credible and responsive organization. A simple, even elementary, logo design can be strengthened by the reputable work of your organization. In its most basic sense, a logo and other components of your graphics communications program is a conduit through which you and your clients identity with one another.
Credibility and reliance will lend power to your logo. Contrarily, if your clients associate your logo with lackluster or undependable service, your logo becomes a brand that will haunt you. Consider this scenario. You spend hundreds or thousands of dollars on the development of a new logo and branding strategy. Everyone agrees that it is one of the most eye-catching, effectively designed pieces they have seen in a while. In the midst of this hand-shaking and back-slapping, ask whether or not the quality of services you provide actually support the new identity you are about to promote. If your service continues to be sub-part, then your logo will come to denote sub-par performance.
