Logo Rhythms

Get in the groove with a one-of-a-kind logo that separates your company from the crowd.

By Jerry Fisher

I've always thought too much is made of the need for company logos—those cutesy doodads created to give a company an identifying symbol. My view has always been to just put the company name in a nice, distinctive typeface and be done with it. After all, lots of stellar companies do just that, including Microsoft, General Motors, Gap, Estée Lauder and, for that matter, Entrepreneur.

However, I've recently begun to think that maybe I've been too rigid on that score. I can visualize logos that, in fact, give me a warm and fuzzy feeling about a company. Apple Computer's multicolored apple symbol with a bite out of it is one. Alaska Airline's riveting Eskimo visage on the tailfin of its planes is another. Allstate's “good hands,” the Keebler elves and the NBC peacock also come to mind. You probably have a favorite logo or two as well. And, in truth, if they are creatively conceived and used often enough to etch themselves in the consciousness of consumers, logos help a company establish its brand and look professional.

That's certainly the way Paul S. Weiser of Weiser Design Communicates in Penfield, New York, feels. Weiser, who wrote recently, is an advertising designer specializing in logo development for small and medium-sized companies. He is so passionate about his specialty that I decided to share this space with him this month and let Paul tell you, in his own words, how a good logo can be created for your company. While creating a logo is definitely not a
do-it-yourself project, learning how a professional approaches the process will help you choose the best graphic artist and logo design.

Striking Symbols

Weiser writes:

A logo can be a powerful design element in business. If properly developed, it captures the intrinsic nature of a company in a single symbol or mark.

Why is this important? Because for humans, symbols are an even more basic form of communication than spoken language. Ever since we were cave dwellers, we have communicated through the use of symbols as a shortcut way of expressing ourselves. So a logo, as a symbol, can reach and communicate with a consumer at a deep and instinctual level. Equally important, if it's done well, a logo conveys—in an instant—a professional image and the impression of an established company.

To demonstrate how to create a logo that imparts the essence of your company, I'll use a before-and-after example, much as Jerry Fisher offers in this column each month. My client is Romlen Studio of Music, a Rochester, New York, company that offers piano and voice lessons. They were using a clip-art image of a piano for their logo, and I thought there was a lot more they could do to distinctively symbolize their business.

One idea I suggested was a logo in which the “R” in Romlen was formed into a musical note to creatively depict the company's business. Because this symbol represents the writing or composing of music, I also integrated a background of five lines on which music is typically composed. Then I chose a typeface for the rest of the name that seemed to be in harmony with the musical “R.” Finally, I included the words “Studio of Music” as an underline to clarify the nature of the business.

The final piece was printed on off-white letterhead with subtle transparent rules running through it, as if it were musical composition paper. In the printing process, the musical note in the logo was stamped with a black foiling process that gives it a shiny, attention-getting appearance. The remainder of the logo, including all the type, was printed in a flat black ink. The client was delighted with the result.

Designing Matters

Deciding on a designer to create your logo is just as crucial as the design itself. It is important to hire someone with expertise in this aspect of graphic design. These skills are not included in any computer graphics program. So, while you might be tempted to use clip art or graphics software with logo-making templates or tools in it, you will most likely get a generic-looking logo that others with the same software may already be using. For a truly distinctive and unique design, just as with any piece of original art, the designer needs to start from scratch.

When selecting a logo designer, look not just for graphic ability but for marketing instincts as well. The ideal candidate should evaluate your business before he or she even starts considering the design. Beware of any designer who doesn't ask a lot of questions or request all available literature on your company and its immediate competition.

And don't be short-changed into accepting a logo based on the use of an existing typeface from the designer's computer. With a little extra effort, a good designer can alter an existing typeface to give it a custom look or even create a whole new typeface that's all your own.

Finally, make sure your chosen designer plans to present you with several concepts. This gives you the opportunity to compare different approaches to decide which will strike the right chord with your customers.

Many entrepreneurs are so preoccupied with developing their product or service, they forget about the importance of presenting a professional image to the public. Then, at the last minute, they ask their third cousin's nephew, who was “very good in art class,” to have a crack at designing their logo. Remember, your logo is the image you present to the world—be sure it's an impressive one.

Instant Impact

Jerry Fisher comments:

Weiser makes some very good points. From my own perspective, an impressive-looking logo is most valuable when used on outside signage or when handed across the desk in the form of a business card. Both kinds of exposure really focus attention on the logo.

On a sign, for example, a smartly designed logo can communicate that yours is an upright and credible enterprise. It triggers the same approval response as when you see someone whose style of dress impresses you. You make an instantaneous value judgment about the person in those clothes. Likewise, you are prone to judge a company by its logo. If that symbol is then hoisted aloft and made to flash or turn or glow in the night sky, the company's image rises to the status of a beacon. Think of all the logos you see occupying a coveted perch atop skyscrapers.

On a business card, too, the logo is the central focus. It's a chance to make a good first impression, a flashing representation of how creative or professional you are. The recipient always glances quickly at the card and instantly prejudges you. Or, if you're asked for your card at the end of a meeting, the card can confirm the good (or bad) impression you've made.

Attorneys, accountants, consultants and other professionals rarely use any business card pyrotechnics because they're supposed to look buttoned-down, steady and predictable. At the other extreme are people such as salespeople, promoters and artists who use such promotional schtick as transparent cards with holograms leaping out of them. Whatever look you're going for, logos have the potential to communicate a lasting and positive image in an eye blink—which is about all the time many consumers today are willing to give you.

Jerry Fisher is a freelance advertsing copywriter. If you'd like your materials considered for redesign, send them to the address below. For information on his new manual, Creating Successful Small Business Advertising, send a self-addressed, stamped envelope to “Advertising Workshop,” Entrepreneur, 2392 Morse Ave., Irvine, CA 92614, or contact Jerry via CompuServe at 73150,132 or America Online at Jerry 228.

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Weiser Design Communicates, 167 Hillrise Dr., Penfield, NY 14526, (716) 377-4064.