What about logos? Webpages, especially those pushing for an identity, such as a corporation or public service agency, need logos for a quick identification in the community. These quick identifications serve two major purposes. The first purpose is to remind you that the organization has many good traits upon which you can depend. The second is a reminder that the organization is available and present (or omnipresent).

How can a logo be designed and then displayed in such a way that it will accomplish these two things? An organization will need planning, effort and resources to accomplish these two things.

First of all, a logo is a symbol, ultimately the easiest and fastest image that you can read and comprehend (communicating a lot in a split-second). A logo, at it’s best, is recognized immediately (high brand recognition) and is fully understood (and/or subliminally perceived) by every viewer.

Making the logo instantly recognizable is accomplished by using visual impact with a distinctly unambiguous visual presentation. Logo recognition is accomplished by creation of an image that is powerfully different from its background, easy to visually spot (or impossible to ignore) and a pleasure to focus onto (maybe sublime, but interesting or slightly irritating in its character), clearly delineated in its shape, often monumental (maybe not in size or proportion, but in its presence), usually simple (but as different from other logos as possible).

When you consider some of the best logos, what comes to your mind? Coca-Cola, Isuzu, Adidas, Missouri Tigers, Tampa Bay Buccaneers, Volkswagen, Burger King, Boston Celtics, TGIFriday’s, Swiss Flag, Ferrari, Starbuck’s, Dell, Taco Bell, Louis Jadot are a few of my favorites, although I don’t even patronize some of these organizations. (If you have a favorite(s) please send them in.) The logos that come to your mind do so for a lot of reasons that you don’t even remember, maybe never knew. Why? Because of a matching that occurs in your mind between some of the logo attributes and some of your perceptual (and psychological) predispositions.

Can this kind of powerful logo be planned? It always is, but the design can have varied success for a lot of reasons. What groups of people can relate to it (demographics)? How long have people had to get accustomed to it? Etc. To really break it down would be an unbelievably complex task. That’s why logos have to be replaced or updated, or just tested over time. But, if you don’t have time or money to waste with a decade of advertising an iffy logo from which you can make your analysis, then the best thing to do is a series of perceptual (psychological) tests with different market segments (maybe not just the kids, but the parents too).

For the creation of a logo, as for any creation, the best and easiest way to proceed involves taking some powerful logos and changing some of their attributes. These logos must be changed in a way that your target groups show some real affinity for the experimental logos in statistical testing. In the old days a business owner just guessed what would work, or maybe asked friends and family for their opinions. Today a major organization can use scientific testing in a market to save a decade of necessary changes. No method is foolproof, no one can guarantee the kind of logo power you get with Atomic brand firecrackers (remember those? – okay maybe you’re a Black Cat guy or girl?).

The second part of logo building is loading the image with important meaning (This goes back way before Icthus). How do people know what your logo means? How does your logo remind them of what they want, desire, feel safe with, look macho with, be immortal with, be loved because of , get improved mating opportunities with - your organization? Whatever your organization wants to be known for must be read clearly and emphatically from your logo. So do you use a lightning bolt for women’s deodorant? No, save it for Special Ops! (okay, some women could relate). Would you use a rose as a coat of arms? Only if every body already knows the complex meanings of the rose – as did the House of York and the House of Lancaster long before the War of Roses (1455-1485).

Once you have that great logo you must systematically add meanings to it. Show your logo in prominent places within high-status trappings that your market groups already idolize (NASCAR, Paris, Rolling Stones, etc.). Remind people often that your organization saves lives (maybe physical lives- medical products, maybe psychological lives-therapeutic activities, maybe romantic lives- perfume or lingerie). Get testimonials as to how dependable and powerful your organization’s services or products really are. But at every turn, every letterhead and email, website and billboard, awards ceremony and campaign kickoff, sporting event, or church picnic your logo is held up, worn, pressed into the hands of, shown being competed for - pervasively. This is the reason logos can bring high prices by themselves at auctions (coke sign, cavalry trumpet, postage stamp, even a diamond - which is worth almost nothing intrinsically).

Over time, with analysis your logo becomes so powerful you don’t have to talk about your organization – you only have to flash the sign.

Which brings me to the best part. FREE Logo Templates. Who can say no? If you like to experiment, this costs you nothing and may make “Your Lucky Day�. TutorialDash.com has 18 Logo Templates offered free of charge. And they have some good tutorials there as well.

Hangin’ In
Arthur Browning