Even a type treatment of your company's name may be too generic, says Placitas, New Mexico, logo designer Gary Priester, principal of, the Web arm of design firm The Black Point Group. Growing businesses can rarely afford the millions of dollars and years of effort required to create these associations, so a logo that clearly illustrates what your company stands for or does may be a better choice. The Nike swoosh has no inherent meaning outside of what's been created over the years through savvy marketing efforts that have transformed the logo into an "identity cue" for an athletic lifestyle.
But building that mental bridge takes time and money. "Such a symbol is meaningless until your company can communicate to consumers what its underlying associations are," says Americus Reed II, a marketing professor at the University of Pennsylvania's Wharton School, who's conducted research on the triggers that lead consumers to identify with and become loyal to a brand. And finally, there are abstract graphic symbols-such as Nike's swoosh-that become linked to a company's brand. Then there are logos that literally illustrate what a company does, such as when a house-painting company uses an illustration of a brush in its logo. The logos of IBM, Microsoft and Sony, for instance, use type treatments with a twist that makes them distinctive. Font-based logos consist primarily of a type treatment. There are basically three kinds of logos.
With a little thought and creativity, your logo can quickly and graphically express many positive attributes of your business, too. It immediately generates a warm feeling for the company, symbolizing care and trust.
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