the symbol.. When designing a company logo one of the main things is to
define the identity, i.e. to represent clearly who the company is and how it
would like to be perceived. A masterfully executed logo materializes the
identity for the user and all those who interact with the logo. Now, as
designers, we have to recognize and respect what gives logos this power to
define-our goal being to create high quality and effective logos for our
clients.
A symbol, for us in the design world, is usually a combination of graphic
elements that represent something to us-in other words, a picture that tells
a story. Kenneth Burke <http://en.wikipedia.org/wiki/Kenneth_Burke> , the
twentieth century theorist and critic, described humans as ³symbol-using,
symbol making, and symbol misusing animal² Our interest as designers should
lie in how to use symbols correctly, and to avoid at all costs any
misrepresentation!
The last thing, we want to do is use a symbol incorrectly and as a result
make a client look bad. (The axe is a symbol that comes to mind in this
unfortunate scenario.)
Impact of Symbols within Logos
In a world where people and companies are more readily recognized for what
they represent than for who they are, symbols have become more and more
important, and the use of them increasingly complex.
Some might argue that a logo is in fact a symbol, but it is not that simple.
A logo becomes the symbol for the company¹s identity, and at the same time,
uses pre-existing symbols to do its job.
If done right, symbols can be used to exploit the most unconscious-level of
human desire, thus when incorporated into the logo design, symbols
gracefully create associations between a company and that which the company
would like to represent.
How Symbols influence Branding
Branding is important for current social life, for business, for collective
identities and for the modern day human experience. It allows people to
identify, organize, classify, embody and make sense of the world.
From a psychoanalytical perspective, creating brands is linked to
understanding how humans communicate and express feelings through symbols.
It can be thought of as manipulation, but really, it is a matter of
understanding the very basics of human communication and how our minds work
to create within us a sense of satisfaction.
Brands must be competitive. The symbols being used to represent the brand
must be strong. The associations people make via the symbols is crucial in
how they eventually classify their brands and thus, chose to interact or not
interact with the brands out there.
Tips on Using Symbols in Logos and Brands
1. Storytelling
Remember, not all symbols are created equal-choose symbols that tell a
story. Do your research and make sure the symbols incorporated in your logo
are not just pretty faces, but convey clear and concise representations.
2. International perspectives:
Examine symbols from multiple perspectives-that of the clients, that of
their target audience, and even beyond their normal social and cultural
contexts. What a symbol represents in one culture may not be what it
represents in another. This is crucial for companies who seek to create
international identities and brands.
3. Conflicts of interest:
Again, do your research. Do not use multiple symbols in one logo or brand
that might possibly represent conflicting ideas. It is ok to combine forces,
but be careful to not overload on symbols, or couple symbols that cause
friction. You want the logo to express a unified message.
4. Clarify the Communication
Each logo should communicate something. That something is left up to the
client to determine and the designer to execute. Symbols are powerful
communication devices when used wisely. One smart symbolic element in a logo
design can express everything, but the designer needs to be careful to
express one thing well, not many ideas poorly.
As with any device, there are limits to what these graphical tools can do,
therefore, keep it concise. The client may resist being overly specific in
their message, but as the designer it is your job to stress the need for
symbolic impact.
5. Symbols that Interact:
Everything that visually represents the company comes to define it. This is
the general idea behind the brand and its logo. The hope is that people
understand who the company is and want to incorporate the brand into their
lives. The designer must be conscience that symbols do not exist on their
own, since conception they have been in a constant state of interaction.
Therefore, symbols have friends and they have enemies. The designer must
learn to recognize how this will affect the overall impact of the brand and
logo.
Excellent use of Symbols in Logo
Here we showcase some samples of companies out there that make excellent use
of symbols in their logo.
E T.V. Exclamation Point: exciting, stand-out, important.
Batman the Bat: Mysterious, nightlife, darkness, sensory.
Nike the swoosh: movement, approval, speed, accurateness.
Playboy the bunny rabbit: playful, innocent, cute + bowtie: formal,
gentlemanly, classic.
Target the Bull¹s-eye: Right on the Mark, Precise, Winner.
Girl Scouts the Clover: good fortune, youth, holy trinity. The three
female profiles: womanhood, holy trinity, equality.
McDonald¹s Golden Arches: passage way, welcoming, good fortune.
Windows Window: openness, connectivity, transparency + Flag: victory,
loyalty, beacon.
Apollo Four Wheels: transportation, unity, dependability.
