Does Your Logo Tell a Story

- October 25, 2012

Recon Thursday/Physical Evidence

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Recon Thursday where I introduce subjects that may be of interest to you. This week I am sharing a blog by Ray Vellest who talks about hidden meanings in logos.

Today more than ever logos are truly important in our branding because they are a visual cue. As we view websites and other content on smaller and smaller devices such as smart phones, that logo may be the only thing that triggers a potential customer to recall your brand.

As we’ve discussed in previous blogs, your logo needs to memorable, distinctive and, if possible, tell a story related to your business. According to Ray Vellest’s blog, it could include a hidden meaning as well.

In Ray’s blog he cites some great examples of hidden meanings in very recognizable logos. The first is FedEx. If you look closely, you will see an arrow formed by the E and the X. In Baskin-Robbins ice cream logo, the font and color allow the B and the R to also depict the number 31, which relates to 31 flavors.

Then he mentions Sun Microsystems. Their logo is comprised of numerous shapes that look like a “U”. Upon closer examination, no matter which direction you look in it spells out s-u-n for Sun Microsystems.

When you look at the Amazon logo you will readily spot the smile underneath the word Amazon, but have you noticed it is also an arrow pointing from A to Z. Vellest included the Tour de France logo as well. Close attention will reveal a cyclist riding a bike within the logo.

Lastly he talks about Toblerone which is a chocolate company. Their logo is a mountain. But when you look carefully into the mountain you will also see a bear. These are all clever examples of hidden messages within logos.

Adding a hidden meaning to your logo is a great addition but is not required. Focus on making the logo memorable and distinctive and perhaps tell a story. The new Once a Day Marketing™ logo is a checkmark. The story behind it is to remind you to tick mark the fact that you did your marketing today. As you revise your logo in the future consider how you can create a story or hidden message as well.

That concludes Recon Thursday. Join us tomorrow for Digital Friday. To discuss an online or onsite service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or I’m Jim Glover, That Branding Guy, for Once a Day Marketing™ and we’ll see you next time.

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