The Power of the Brand

I currently work for a company whose logo ranks among the top five most recognizable symbols and trademarks in the world. In the world of marketing and advertising, a powerful logo is one of the most important tools to getting the message of a company across to consumers. Bill Haig wrote an article in 2003 for WebProNews on the “8 Traits of a Powerful Logo,” based on the teachings of logo design legend, Saul Bass. Here are select excerpts from that article:

1. Logos must be credibility-based. This is essential. It is based on a simple principle: credibility persuasion. Just as credible people are more influential, so are company logos on the business card or letterhead.
2. Logos must symbolize the company business to be credibility-based.
3. Logos must also be designed to communicate that the company is trustworthy.
4. Logos must be planned. A great logo doesn’t come out of thin air. It has a basis for being. Logos have content and they have design form. Content and design must work together to communicate what the logo is to “say.” This requires a plan.
5. Logos must use the symbol over (or beside on the left) the company name.
6. Logos must communicate, communicate, communicate.
7. Logos must be very prominent in application. Frequency and consistency are the key points here.
8. The logo symbol and name must work together. Logo symbology and the company name must both express credibility traits. The symbology is a “visual” expression of company credibility. The name is a “verbal” expression of company credibility.

I was asked a month ago by my brother to help him with a logo for his and his buddy’s startup. I took Graphic Design in college, and would consider myself “artistic,” so I was elated for the opportunity. However, I also knew how busy I was so I didn’t promise him anything; I simply said that I would give it a shot. I did several designs using Adobe Illustrator and was not too happy with any of them. I quickly got disillusioned and (temporarily) abandoned the project. Now, after reading the logo article, I’m inspired to resume the project. But first, I must call my brother to see is their company is still in the works.