The Power of Symbols… and Thereby Logos Too!

Symbols are powerful. We see them all around us. In fact, we’ve seen them throughout history in every civilization since the garden of Eden. You’ve heard that a picture is worth a thousand words, but sometimes, a simple symbol is worth far more than that. Some examples…

Which one is the man?

What religion is symbolized by a cross? a crescent? the star of David?

Why does a schwaztika evoke such strong emotions, or a cross, or even a flag, on fire?

When you pick a four leaf clover, why do you think of Ireland?

Symbols… Powerful!

Consider what has been happening this week on Twitter in relation to Iran. An election has been hijacked and freedoms denied, so a generation of Iranians are protesting and on the social network, Twitter, one of the few places the protestors can seem to have some voice in the world, everyone is using green avatars to show support. Case in point…

What Symbolizes You?

Before I begin designing a logo, I ask that question and go to sketching. I like to hear someone’s vision before drafting a new logo. In fact, it’s more important that I hear from the leader with a vision than that I have a thousand photos of a business’ brick-and-mortar building. Here are some thoughts about symbolizing your business, organization, or even yourself via a logo.

It doesn’t have to make sense.

Isn’t it funny that an apple with a bite out of it either symbolizes original sin, or a Mac computer (or if you’re a die-hard PC fan, both). So your logo doesn’t need a tagline or slogan. It doesn’t have to include your name or initials. It doesn’t even have to be a picture of what you do.

It does need to be memorable.

This is why I start every design as a single-layer, one-dimensional, one color (or perhaps grayscale) image. If we add more later, fine, but sometimes symbols are complicated when we try to spell out the meaning or dress it up too much.

It must be meaningful over the long haul.

Your logo shouldn’t reflect merely what your business is doing these days, but what your business is for all time. Re-branding happens now and then, but it’s costly. You lose traction. You give up ground, so it had better be worth it down the road.

It needs to symbolize you, and nobody else.

This is why stock logos stink. Anybody can find a nice font and put a swoosh around it. It might look great, but are there dozens of other organizations that could easily pick up the same logo and run with it? Back to the drawing board.

It needs to tell a story.

I’m asked every now and again how I arrived at the eGrace Creative logo design. My daughter, Ella Grace (hence the “eGrace”) is the most creative person I know, and as of this writing, she’s only six! She inspired it. I want everything done with that logo stamped on it to represent genuine, from-the-gut-and-heart creativity. I’d like her approval.

Symbols matter. What symbolizes you? Or better yet, what does everyone else think symbolizes you?

Now don’t forget…