Telling A Story with Just A Picture – The LOGO

‘” Logos and branding are so important. In a big part of the world, people cannot read French or English – but are great in remembering signs”’ – KARL LAGERFELD

As far back in time from the Ancient Egyptians using the powerful asset of hieroglyphics to put a face to their possessions, to the nobilities of the medieval era distinguishing themselves with coats of arms, the humble logo has evolved over time as have the eyes who view the world and its makings.

The Language of Graphics Orientated (or logo for short), can be distinguished as an amalgamation of imagery and text that provides the face to a business and the products/service it provides. A successful logo will make its mark on one’s memory and has the powerful capabilities to convert a potential client into a long-lasting, loyal customer! Communication is certainly key with the need for a distinctive, on-trend and relevant visual that conveys a message in the most direct manner – a quality logo reflects the quality of a business and its wares.

Let’s take the universally recognisable Coca-Cola logo, for example. For a beverage that has stood the test of time for over 130 years, what is it about the brand (and indeed logo) which has continued to attract customers old and new, young and old. Is it the classic red shade or the swirl of the font? The red circle of the logo has remained fashionable throughout the decades and has continued to be a very user-friendly decoration/advertisements in restaurants and shops.

For a logo to be a successful the following points need to be hallmarked:

• Must be memorable
• Must be versatile so can evolve over time as attitudes change
• Must be able to be scaled up or down to appear as large or small formats
• Colours and font must be selected carefully to suit the nature of a company
• Must be simple and bold without intricate shapes that take too much time and effort to convey

Even though there are numerous ‘good’ logos to be seen and memorised, there are equally as many ‘bad’ and ‘ugly’ ones. If a logo is badly designed what does it say about a business? Anything from an unsuccessful choice of font to a mismatch of colours can slip the memories of its observers, never to be recognised again! For example, what attitude would a funeral director’s portray if they were select a comical style of logo to advertise their company?

For something as simple as the humble logo, it can literally ‘make’ or ‘break’ a company and its position in the market!