The Company’s Hardest-Working Staff Member – the Logo

Nike, Target Stores, McDonald’s, Coca-Cola; one thing these powerhouse companies have in common is brand recognition, built in part by a strong, recognizable logo.

In a marketplace that exposes us to thousands of commercial messages daily, logos are becoming more important than ever. And in a world of countless start-ups, daily announcements of mergers and acquisitions, and the constant introduction of new products, companies have an increasingly difficult time getting noticed.

That’s why branding – a combination of names, terms, designs and symbols that identify a product or service and distinguish it from competing products – is so hot. A company’s logo can be a visual ambassador, one that appears on everything from business cards and coffee mugs to delivery vehicles and Web sites. It leaves an impression of who you are and what you can provide for the customer.

Michael Bierut, a partner at Pentagram, an international design consultancy, says that almost any company, large or small, can aspire to achieve the logo power of Coca-Cola, Fuji, or FedEx.

“The things that make those brands so powerful are freely available to anyone,” Bierut claims. “What they all have in common is consistency of use (meaning that the company uses the logo on everything related to the business), simplicity, a degree of good taste, and a product that creates a successful aura that fuels the symbol.”

Due to the power of branding and the impact a logo can have on how a business is perceived, it’s important for organizations to review their logos every few years to determine if redesigns are in order.

Here are some thoughts to keep in mind when designing or reviewing your organization’s logo:

• Size matters. Is the logo as recognizable at one-eighth of an inch on a return address label or lapel pin as it would be blown up on a poster or billboard?
• Is it original enough to differentiate the company from its competitors?
• Is the design clean and simple enough to be easily identified like the Nike brand “swoosh” or the McDonald’s arches?
• Is it inoffensive in other cultures so it can be used globally?
• Can it be easily adapted for use on the Internet?
• Is the logo used consistently on all company communications, including marketing campaigns?

“The logo can be your company’s hardest-working employee,” says Elinor Selame, president of Boston-based BrandEquity International. “For a small company with a limited budget, the returns get higher each year you use the organization’s logo correctly.”

To make sure your logo is working as hard as possible on your company’s print communications, see your print professional. He or she can help you determine if your logo is being used consistently to maximize its effectiveness. Consistency goes a long way in promoting your business or organization.

Simply producing a superior product is not enough to create a business powerhouse if no one knows who you are.