|
|
LOGO DESIGN ARTICLES
«Back to Articles
01.06.06
Symbolism in Logos
by: Jonathan Munk
When getting your logo designed, it's important to think carefully about what it will convey to others. Every shape, line and color in a logo will send a message to all who see it. Much has been written on the psychology of color and the effect that shape and imagery can have on viewers. But this prose will discuss the importance of having your logo mean something.
I'm not implying that each color you choose in a logo needs to represent a company value the way white represents purity in America's red, white and blue flag, but thought should be put into the design to make sure each stroke has a place and that the design helps convey to others what your company does, what you stand for, what you provide and why people should choose you.
Consider, for example, the Citibank logo. You wouldn't think the company spent much time on the logo, especially considering that all it comprises is a lowercase sans serif font and a small, arched red line. But the logo does mean something. The small font makes the large financial services company seem approachable--the same thing AT&T has done--and the red line actually represents an umbrella, with the 't' serving as the handle. The umbrella symbolizes the security and protection you will likely receive if you use the company's services.
It's possible that the average person would never think about all that, but at the very minimum, the logo looks nice and professional, and the red line does provide a more secure feeling than a lightening rod shape would.
What is too much symbolism?
Perhaps the biggest mistake a person can make when trying to incorporate symbolism into their logo is going overboard with it. It becomes a problem when too many elements are included that no one will ever figure out or care about. For example, the Visit Malaysia 2007 campaign logo is eye-catching, but it would be impossible to interpret all the symbolism that the organization claims is within the logo.
Here are a few descriptive points on the rationale behind the logo:
- "The red heart-shaped petal is symbolic of the people of Malaysia welcoming the world with open arms and open hearts."
- "The five dots on the stamen represent the country's 50 years of independence."
- "The yellow symbolizes our constitutional monarchy, belief in God, and the rule of law."
The list goes on and on.
Clearly, no one could ever decipher all the embedded symbolism present in this design. It would have been better to keep a few symbolic elements, such as the national flower, and make the design simpler.
The right balance
Below is nearly a perfect blend of simplicity and symbolism. The icon was designed for Houston Southwest Airport by Ben Vines. You can see how the image includes the famous star shape that brings Texas to mind, but incorporates a compass shape that points to the Southwest. The arrow shape can also represent a plane traveling in that direction. The image is simple, is bulging with meaning, and is memorable.
Having a logo that means something is important, but don't make the mistake, as the designer of the Visit Malaysia 2007 logo did, of thinking that people will spend hours anaylizing a design to look for hidden meanings and symbols. Keep your logo design simple and have it mean something, and you'll be on the right track. |
|
|
|
|
|
|
|
|
|
