The new CEO called a meeting with the company’s publicist and the designer. “This company needs to work on its image,” he announced. Looking at the publicist, he said, “First I want a brochure. You’ve got about 3,000 words to sum up what the company is all about, where we come from, and where we’re heading. Use words our clients will understand. Make it speak to them. Make it current. And don’t worry, you can change it next quarter.”

Then he turned to the designer. “From you we need a logo. Basically, you do the same thing as the publicist. Only you get to do it in one little symbol. A symbol that will be seen by a hundred times more people than will ever read that brochure. And, by the way,” he added, “I want something that will last forever.”

(from an Adobe Magazine Article by Anistatia R. Miller/Jared M. Brown)

Question Marks?

What if you had to carry a piece of paper with a mark on it everywhere you went?

What if every time you had to introduce yourself to someone new, you could only show your mark?

What if instead of words, you had to use this mark to communicate your purpose, strengths and values?

Would you take the time to carefully craft your mark or would you slap it together?

Would your mark be trendy or timeless?

Would your mark look like everyone else’s or would it distinguish you?

Would it identify you in a crowded airport to a complete stranger that you had to meet?

Would you give careful thought every morning to how you would use your mark throughout the day?

What if you had to consistently apply your mark to every object you owned?

How would you apply your mark to your jacket, house, car, stereo or computer?

Would others know to return your lost or borrowed stuff because they recognized your mark?

Would this mark on all your stuff make the stuff more you or make you more your stuff?

What if your mark was not only distinct, but you applied it so consistently that it could speak for you when you were not around?

What would happen if you didn’t bring your mark one day?

Logo Criteria

1. Distinctive
Graphically distinguish the organization

2. Simplified
Distill complex information to its essence

3. Symbolic
Clearly represent a single idea/message

4. Relevant
True to what the organization is about

5. Graphic
Work in solid colour, black and white or reversed

6. Scalable
Legible when enlarged or reduced

7. Versatile
Reproduce across various mediums

8. Ownable
Eligible for legal trademark registration

9. Likeable
Appeal to the audience

10. Lasting
Designed to withstand trend

- Errol Saldanha