January 2008
It's not a bird. It's not a plane. It is, however, a great example
of effective marketing and strategic design. Even those of us not
familiar with Superman's movies or comic strips immediately recognize
the bold red "S" in the upside-down yellow pentagon as the
mark of the Man of Steel. From a branding standpoint, Superman's logo
is among the best: it's recognizable, distinctive and representative
of the man in the royal blue suit.
Given the iconic status that Superman's brand and symbol have gained over the years, I'd like to think that Clark Kent put some thought into his logo. Because I've been in the strategic marketing business for more than 25 years, I know first hand that the process of designing an effective logo requires an effort that's both tactical and creative. While those of us in the industry may be mere mortals, we certainly aim to channel our superhero-like powers when taking on the highly selective and tactical process of developing trademark symbols for our clients.
In the January issue of Brand News, we discuss the development and creation of a logo. A behind-the-scenes look into what exactly that process entails reveals more than you might think: research, strategy, and rounds upon rounds of edits. I've always been a proponent of striving for Superman-like recognition for our clients when it comes to developing logos.
Sincerely,
Len Johnson, President and CEO
JDG Communications
(703) 207-0933 x101
ljohnson@jdgcommunications.com
The Best Brand Recipe Calls for Equal Parts Strategy and Artistry
Age-old wisdom suggests that genuine beauty stems from depth and
substance and isn't merely skin deep. The same philosophy should be
applied to choosing and developing a logo for your business or
organization. While you want your symbol to produce an aesthetically
pleasing visual, it should ultimately communicate a succinct message.
After all, your organization's identity development isn't just a
beauty contest. When designing a logo, make sure the recipe calls for
strategy as well as artistry.
Here are a few key considerations to keep in mind during the process:
- Your logo, above all other attributes, should communicate a core message about your business.
- Your logo needs to be as distinguishable in one color (i.e. black) as it is in a multi-color format.
- Your logo should be effective and discernable at any size. Ask yourself: Will the logo's identifying characteristics be just as recognizable on a business card as they are on a billboard?
- Your logo should function in unison with others within the same organization or "family." This is especially true where there are many divisions within a single organization, not to mention co-branded partnership initiatives.
Symbolizing Sustainable Seafood
Seafood consumers in the U.S., increasingly concerned about the sustainability and quality of seafood, can now turn to National Oceanic and Atmospheric Administration's (NOAA) Fisheries Services Web site, FishWatch, for the latest information.
In order to build awareness for this new initiative, NOAA needed a FishWatch logo that would refer consumers to the Web site while also serving as a reliable mark of valuable, sustainable, and healthy seafood products.
JDG was tasked with the logo design and began the project by
developing a strategy. Our research indicated that FishWatch relied on
NOAA's creditability in order to earn the trust of consumers. With
that in mind, our team used elements of NOAA's visual identity in
designing the FishWatch logo. JDG felt this approach would help
FishWatch capitalize on the equity of NOAA's respected reputation.
Following weeks of research, adjustments, internal reviews, and readjustments, JDG provided NOAA with eight logos to choose from. Click here to review the range of options and see if you can select the logo NOAA ultimately chose.
Click here for the full case study. (Don't peek before you try your hand at picking the winner.)
JDG Offers Free Confidential Needs Analysis
JDG Communications is offering your company a free Integrated Brand Communications Confidential Needs Analysis. JDG staff will come to your office and conduct a one- or two-hour discovery meeting. Based on the information gathered at this meeting, JDG Communications will then prepare a Confidential Needs Analysis that outlines our recommendations for your company. Our staff will return to your office to present our findings and see how we might help you.
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