SubscribeA logo is a tactic which should be part of a more encompassing public relations strategy known as a visual identity program. A visual identity program consists of research and planning, design and presentation.
In a way, a logo is like any other PR tactic, such as a news conference or a newspaper ad — it is most effective when it is understood as a carefully designed element of a master plan with some clearly defined objectives.
A visual identity program consists of standardized type faces, a standardized layout for signs, plus guidelines affecting all other means by which an organization expresses itself visually.
The logo may first appear on a letterhead and business cards. This is only a beginning. At some future date the organization might want to present certificates of merit to its members, or awards to people who have helped the organization. The organization might want to produce lapel pins or even tee shirts or tote bags. What about a web page, a video or TV commercial, or a multimedia CD-ROM? All of these current or future projects should be considered before a logo design is undertaken.
A logo design often comes as a result of a brainwave by someone intimately involved with an organization, but it can also come from an outsider. As with modern expressionist art, the logic that goes into conceiving a logo is often difficult to trace to its origins. One thing is certain, though, the process by which a logo idea is examined, discussed and tested must be a thorough and painstaking one.
People are often surprised at the amount a graphic design firm will charge for a logo. Corporations of the magnitude of IBM and DuPont can spend upwards of a million dollars on a logo design and visual identity program. The IBM case has become a standard for a proper logo design process. The reasons for the hefty pricetag becomes clear when one considers the amount of research and testing involved to reach an approved design.
For organizations with less resources, there are still a few things that can be done to ensure that the choice of a logo is the correct one.
First of all, there must be a clear idea of what the organization wants to communicate about its corporate culture. This is not as easy to determine as one might first imagine. Even though the organization may have a mission statement, plus a set of goals and objectives, the organization has to have a very clear notion of itself as a distinct individual within a competitive corporate universe. As soon as you involve more than one person in the process of identifying a corporation’s culture or personality, the dimensions of this personality can expand. Sometimes a great deal of negotiation is needed to reach a consensus, sometimes everything just clicks right and there is unanimous agreement. At any rate, there has to be a great deal of discussion by many within the organization to begin the process of developing a visual identity.
Once these parameters are determined, the organization can begin to identify some of its key publics and determine how it wishes to be perceived by these publics. It is one thing to know what your logo means, but are your partners, customers and potential customers going to understand the concept?
The process of logo design can be a painstaking one. When design parameters have been reached, there is the next important step — the graphic design and typography.