logo stories

08/03/2009

Henry Ford once said,

Every object tells a story. You just need to know how to read it.”

When designing logos, the same should apply. Not for the sake of the designer, but the the benefit of the client and their customers.

We all know the reasons behind our designs, but does a story emerge when discussion arises about it?  It should.   Logos don’t only serve their purpose in the few split seconds that they’re seen by the average viewer, but add real value and identity to those we design them for.   If a logo can be developed with a tangible meaning to the client, the inherent value of that design jumps ten-fold.

For a lack of a more decorative manner of expressing it, the logo should take on a personality similar to the culture of the company it represents.   To use the poor analogy that dogs always seem to resemble their owners, logos should also reflect the key elements of a company’s personality and culture to the point that when they’re not seen together a viewer would still interpret the similarities in tone, character and mood.

Granted, the inherent challenges of making a typelogo or graphical image to all this is significant. Each concept, each company name, can either help or hinder this effort depending on it’s relation to it’s parent company.

Conceptually, a logo really appeals more to your client’s ego then their intented customers and this needs to be kept in consideration throughout the design process.

In most cases, designers should only present their strongest concepts, but this lucky company in the video had a handful to chose from.

Steve Muth
SCM Designs

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