What’s the Point of a Logo?

Charley Howe

Vice President

Tad Ware & Company

charles@tadware.com

tadware.com

Topic: Marketing/ Communications

One of the most challenging of all marketing assignments is developing a logo for a new company or new product/service.  Everyone from the front desk staff to the CEO has an opinion on it.

How important is a logo, and when is it time to rethink what is currently representing you?  For some companies, especially highly-recognized consumer packaged goods brands, it’s everything.  You see the swoosh mark, you immediately think Nike, even if the word Nike isn’t associated with it.  If you just Google the word “swoosh” … up comes Nike!

To gain that much top-of-mind awareness and recognition – when even the mere description of the logo is associated with Nike – is of course the gold standard. But it has cost Nike several Fort Knox-sized gold caches since the logo was introduced in 1972.  (And it was developed by a graphic design student – a piece of trivia which gives all those front desk staffers hope!)

The swoosh is so powerful it ends up planting Nike features and benefits in a consumer’s mind without having to verbally describe them.  You just know it stands for performance and innovation.  Most importantly, it was – and still is - cool.   It makes for a safe purchasing decision.  And that’s not a bad thing to have when the company decides to enter non-shoe markets, such as golf equipment. In a few short years Nike became a best-selling golf brand.  A logo, and what it represents, is a very important element and shouldn’t be taken lightly when the need arises to create a new one, or update an existing one.

So let’s say you didn’t get lucky with a logo like the “swoosh” right off. When is it time to update the logo you have?   Take a look at John Deere.  It’s a brand most people are familiar with, even those who have never set foot on a real farm.  Historically, John Deere sold large, very expensive field tractors to farmers around the world.  Their original logo was a deer, shown in a landing position, or antlers down.  As the business of farming changed, John Deere recognized the need to develop products for people who didn’t live on a farm.  Marking this innovative change in company vision and direction, John Deere revisited its logo. Now, the deer is shown in a jumping position, or antlers up.  This signifies that John Deere was forward thinking, and being positioned for something new.  Literally something was up.

Whenever there is a major change in company direction or vision, think about your logo. Are you planning an acquisition, a new line of product or services, or a major change in company leadership?  It is time to revisit what your logo is currently saying about you, and the business you’re in.

The best logos are evocative, not just literal. They should tell a story. Or augment a story that begins with the company name.  Like the FedEx logo.  Sure it says FedEx – but it goes one step farther.  Have you ever noticed the arrow in the logo?  Hope you get the point.

Note:  logos shown are trademarks or registered trademarks of their respective owners.

2010-01-25 00:00:00 -0600