Store Advice Column Shane O'Neill: What’s in a Logo?
Last Updated on Friday, 03 September 2010 02:26 Written by Shane O’Neill Monday, 23 August 2010 02:15
Don’t count on luck. Before it becomes your brand, your logo has to live up to some standards.
A corporate logo is the centerpiece of your company’s brand image. A great logo should be appealing and soundly designed, be functional and simple, and should be representative of your company. Last but not least, a great logo should be unique in your marketplace.
Take out your handy — soon to be extinct — Yellow Pages and look up the word “jewelers.” Or simply drive by your competitors’ stores. You’ll find a litany of jewelers with a diamond graphic in their logos.
Considering it’s the cornerstone of your brand, hire a professional designer to get it right the first time. Nike got lucky. When the original company called BRS decided to market a shoe called the Nike (after the Greek goddess of victory), they hired a Portland State University graphic arts student to come up with their logo. Carolyn Davidson was paid $35 in 1971 for her “swoosh” design — one of the most recognizable logos in corporate history!
Consider these other issues when making a decision about a logo:
If your logo doesn’t hold up to those standards, it’s not a brand. It’s bland — and there’s no greater marketing sin.
Shane O’Neill serves as art director for Fruchtman Marketing. Contact him at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .
This story is from the September 2010 edition of INSTORE
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