Monthly Archives: October 2010

The Power of Symbols for your Brand

How often do we sit and think about how symbols, pictures and taglines affect our brand? Conversely how aware are we of the effect on us of our favourite brands’ symbols and other visual identity references?

Are you a visual person, and does it matter?

From teenagers wearing Gap and Nike brand logos to adults driving BMWs, we are drawn to incorporate brands into lives. We all draw our personality and self-image from products such as cars, homes, clothing and even recreational activities, and products always have brand logos or symbols of some kind that represent them.

By accident or Design?

Nike probably got the best deal amongst all companies when Caroline Davidson designed its logo for just $35 in 1971. The main part of the logo hasn’t really changed with time. However it was 7 years before they realized that the text and the swoosh were overlapping each other. As the brand gained recognition, the company name was dropped from the logo, which made it more simplistic and memorable. The company has different variations of this logo for its various departments like Skate, Soccer etc.

Creating a Visual Signature

One of the first steps in creating an identity for an organization is the development of an effective logo. An appealing logo makes your business special and memorable in the eyes of your clients or customers. Each element adds unique characteristics to a logo. It is important to remember that your logo is not your brand. It is just one part of the entire brand implementation process.

Keep it simple.

The simpler a logo is the more it is, the more cost effective it is to reproduce. Your logo needs to remain consistent in color, font and proportion where ever it is used. A brand comprises many elements. These include its name, positioning (reason for being), trademark/trade dress (symbols, colors, typestyle, package configuration), and brand communications. These brand elements, when successfully developed and managed, create a strong identity for a company. Over time, this creates strong brand authority.

Until next time,


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