A logo is a brand symbol, a distinguishing mark that represents your purpose. Upon recognition of a logo, the mind associates an image and affect with the organization. The logo is the face of your brand.
We are drowned in logos. They are everywhere and on everything. Where you are right now, you’ll surely be able to count ten to twenty logos on things around you. Trying to count logos is like trying to count stars in the night sky. It never ends.
Because of ad men like me, companies are keen to the power of a brand. Combine that with the ability to do business worldwide from a kitchen table, every business has thousands of competitors now. This is why your brand logo has to be special. The consumer wants to buy what he/she believes in.
Be imaginary but authentic. When designing a logo, start with the imagery of your purpose, i.e., what visual gleans how you want your customers to feel. Create imagination.
In 2010, I designed this logo for a winery in Edna Valley, California. The simplicity of it speaks to the product. The logo’s composition was made to derive a feeling of intrigue.
In 2011, I designed this logo for a rodeo themed pub tour in Sparks, Nevada. In the shape of a cowboy belt buckle, this logo is meant to derive the image of country music and cowboy hats and boots. The wood background derives images of ranch fences and barns. This is the fun stuff behind the event’s purpose.
In 2012, I designed this logo for a disabled veterans fitness program hosted by the City of Reno. The purpose here is to ignite pride and patriotism. I wanted to create an affect of dignity and honor, the very attributes of the military service brand.
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NOTE: The thoughts and opinions expressed by Paul Klein in this blog are personal and not that of the City of Reno.