Where Will your Logo Go?

Close your eyes and imagine a logo. Most likely, you're thinking of one you've seen for years. Coca-Cola, Fed-Ex, Target, Twitter - they all have iconic visuals that are unmistakable, but also timeless. How does your company reach this level? 

As I say in my book Visual Hammer, there are many pathways to a successful logo, some of which are more obvious than others. The right logo must be able to reach a mass appeal that is universal. 

For example, Yuengling, while it's America's Oldest Brewery, is still not a universally-known beer. However, if you take the time to look at their logo, you don't need much to understand what kind of product you're getting. It's a giant eagle perched on a dark rock (an homage to its Pennsylvanian heritage perhaps). Under its talon is a barrel of beer with Y&S inscribed on its side (Yuengling and Sons). Obviously, you get the feel of patriotism, heritage, quality, and history - just what the company wants. You will even see renditions of the logo with "Since 1829" inscribed in cursive, making its legacy even more apparent. It doesn't matter if you've never heard of Yuengling. One look at the logo and anyone will realize what it is. 

Logos are essential to a branding strategy. Without one, you won't be able to have any form of permanence in the market. The best logos incorporate the following ideas: 

- Shape. Target's simple logo is remembered for a reason. The circles form a bullseye and harken back to the company's name. However, the familiarity and solid nature of the logo make it so that no words are even needed. The shapes have literally become the words. 

- Color. McDonald's logo is remembered for many reasons. But we call it the golden arches because that yellow pops wherever it is seen. 

- Action. Tropicana's logo is an orange with a straw inserted into its side. It invokes the thought of actually drinking directly from the orange, which is essentially what you get when you drink their juice.

- History.UPS has slightly changed its shield from time to time throughout its many years of existence. However, even today's modern version is a call back to the earliest of its operations. 

- Symbolism. Amazon's logo is fairly boring, right? Wrong. The word Amazon hovers above an orange arrow that connects A to Z. Marketing experts smile at the hidden meaning, which is the online company proclaiming "We offer everything from A-to-Z for our customers!" 

If you think a logo doesn't mean anything, think again. It's one of the most powerful tools in your branding toolbox. The requires all of the above elements plus a ton of creativity, market research, and pizzazz. Are you up for the challenge of creating a timeless image for your brand? 

To read more of my articles, visit the Ries & Ries website here: https://ow.ly/tRer30avGsZ