Thinking about logos?

a.Do you think it would be more harmful to our brand to completely change the logo, or alternatively,
 to modify the existing logo? 

b. Also, given that more of our marketing and communications will be internet based,                   how does that impact the logo design? 

The “logo” from the point of view of the organizations brand is one component and an extension of your core identity. Development of identity frameworks is often how we initiate brand activities on behalf of our client partnerships. This is not a mission, vision, values statement which are ubiquitous and common practice within organization administration. The identity framework is usually defined with emphasis first on what the essence of the organization is or the organizational promise. Beyond the essence, core constructs need to be defined, they add timeless and meaningful emphasis to the framework. Constructs can be generally up to four words such as rugged, fun, underdog or luxury. They define the heart of the identity framework and resonate as the brand equity builds. The identity framework is given additional meaning outside of the essence and core elements with the design of logos, symbols, word marks or other visual language. These visual elements contribute to defining the identity, they anchor the core constructs and set criteria for design standards. Standards ideally rich in meaning and full of definition. Visual elements in the form of logos, support the organizations effort to build the brand. Other identity elements may be included for example the introduction of unique personalities, (Branson, Ghandi, CEO)  geographic locations or representational icons. A long list of likely attributes can be introduced to augment the essence, core and extended parts of the identity framework, these important features bring meaning and clarification within the framework. Often attributes trigger primal response in favor of the identity. (Bike path, coffee shops etc. relating to real estate). 


The identity framework often includes tag lines.  All of these carefully designed and thought out elements provide the organization ingredients foundational to brand building.

a) If among the executive the current logo is emblematic of the organizations brand today then changing the logo may not be the best course of action. On the other hand if the organization has not developed a proper identity framework that clearly defines the essence and core constructs we believe this strategic activity should take place in support of defining a program that lays the foundation for proper brand building. Once the identity framework is defined it may be evident a more suitable visual treatment is aligned with the organizations brand.

b) The visual identity should be designed with the intent for ease of reproduction across all online platforms and media. Online platforms provide opportunity to animate visuals, and create three-dimensional graphic treatments. Organizations who create timeless visual solutions apply traditional techniques that rely on expertise in typography and sensitivity to the proper use of representational shapes, proportion and spacing. This combined with careful balance of positive negative space. The logo is emblematic of the organizations personality therefore the designer should render the logo with this in mind and effectively produce something that is compelling and meaningful visually for both the organizations internal and external audiences. 


Paul Rand is great reference for those who want to explore the fascinating world of visual language from a legend in design. 


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