Logos: The Art of Visual Representation

The importance of a logo to accompany your brand should go without saying.  Not only is a properly designed logo vital to the visual representation of your organization, company or team, but it is a key component of quality advertising as well.

Plan B. Branding, a popular firm in the sports world, was quoted in an interview with Strictly Fitteds stating:

Branding is much more than logo design. A brand is the experience people have with your company – or sports team. A logo stands for that experience. The most recognized brands usually have a power product or experience. Sometimes a logo is recognized because the company’s experience is terrible!

Sports are no different. You can have the best logo in the world, but if fans don’t have a great time they won’t buy your merchandise. When a fan buys a retail item, they’re saying, “This team or experience was great, I want a keepsake.” Wearing team apparel publicly makes the statement that your experience is worthy enough to identify with. That’s how sports are different. Nobody’s wearing an IBM shirt and painting their face blue.

With that information in mind, attention turns to the aspects of a logo.  What makes a quality logo?According to Designing Brand Identity by Alina Wheeler, logos have eight functional criteria.  A logo must be:

• Bold, memorable and appropriate
• Immediately recognizable
• Provides a consistent image of the company
• Clearly communicates the company’s persona
• Legally
• Has enduring value
• Works well across media and scale
• Works both in black and white and in color