Logos are hard to do. Logos are extremely hard
to do. Once a logo is finished it looks like a simple idea that was easy
to come up with. They are not. Pure simple, is extremely hard to do.
Most logos are needed by start-up companies that have limited capital.
A good place for a new company to save money is in logo development. I
agree. Fortunately, I don't have to make a living designing logos. I still
do an occasional logo design when I can make some money doing it. I admire
anyone who can make a living designing logos. The following are my thoughts
on logo design.
Your logo or trademark represents the spirit of your company. The word "Logo" is
Greek in origin meaning thought. "Thought" by definition is the
intellectual product or the organized views and principles of an individual
or group. However complicated a product or service is, it is important
that consumers have one simple thought that relates your product to the
virtues you have set for it.
A great logo is only as good as your reputation for doing business. Nike's
Swoosh didn't gain it's popularity through artistic excellence. Nike followed
a simple formula. They manufacture exceptional quality sport products.
Nike's marketing strategy is to identify their products with "winning".
Nike pays millions of dollars to winners in all facets of sports to use
and endorse their product. Many consumers eat the "Breakfast of Champion's".
This cereal company pictures on the front of their box only athlete's that
have risen above all others in their field. The quality of their cereal
has remained the same for over 70 years. Consumers identify with winners.
When we see the Nike Swoosh we think "winner". The Swoosh therefore
helps us perceive ourselves as winners. A slip in the quality of Nike's
product would bring their whole program to a grinding halt. Nike set the
standard on how they do business. The Swoosh is a symbol of that standard.
Volumes of heady stuff can be written about the philosophy of logos, but
the fact is, the success of your logo will depend on your efforts.
Any company mentioned in this article is purely conversational. I have
no interest in the company mentioned in this statement and do not intend
on advancing my career or personally profiting from anything connected
to or about the mentioned companies.
The following pages are some of the logos that I designed over the years.
Each logo has a story behind it. I have included a brief comment after
most of the designs. I hope some of the designs may help you develop your
own logo or a clients logo. If you have any questions or would like me
to design your logo please drop me a line.