Whats in a logo?
Well lots. I just came across this on my startups twitter account and this gotta be among the most suicidal logos i have seen for a for a company (logo post and pic, courtesy the cleverblog, which is a blog dedicated to logo design.
Ok, the logo is for an institute for oriental studies. The idea of an oriental institute with the red sun does convey the purpose of the company - an institute of learning of the orient. But boy, the logo conveys a totally different perspective, if you see the sun as an enormous backside, and the institute spire, poking it (other other ‘p’ word, would sound too nasty). What do you think? This logo has been discussed elsewhere too
Being a startup guy for 3 years now, one of the most important thing that i have learnt is that, simple rules, that may sound as cliche, are actually very very important. There are quite a few of these simple rules or rather mantras, which i will discuss as i go on, but today time to reflect on the importance of the name and the logo. A sticky, meaningful logo can convey a great deal. A good logo should communicate the core idea or mission of the company. And in my experience, just hiring a designer (specially some of those who offer to do your logo for say $50) wont cut it.
Infact, before you even hire a designer the startup founders should be very clear about who they are and what they are offering. Many times, startups fail to define their core mission and goals and get bogged down in daily grind of “Getting things done”. However if the mission and goal is solid, everything flows from it, even the idea for the logo.
One golden rule of know what you are really doing is to write it down in just 2 lines (cut it down to 1 if possible). Once you have this clear, you could generate visual ideas and communicate the same to the designer. But just telling a designer we are to come up with a logo doesnt cut it.
Here is an example if a logo for one of my startups, ifood.tv .
When we made this logo, we really werent sure what we were offering. The logo doesnt communicate the core idea of the website at all - it just tells you the name. Farming this logo out to a designer would just have made it prettier, but not more informative.
iFood New Logo
Our new logo communicates the central idea of a site that is video based and allows any one to create their own food network. The first iteration was done by my friend (is if referred to on this blog as COP) and then on along with the inputs from the team and an outsourced designer, it got its new final shap.
The new logo is better than what we have, but still has a long way to go. Some designers are really particular about the company clearly defining who they are. And i like that. A friend , who is a top brand and product development guy, a heck of a creative guy, really nailed down what ifood.tv is (or ought to be ) in terms of its communication message (will add the logo he built) . However, that design never got completed, because it was too clean, i guess.
Here are some of the most communicative logos, i have come across
FedEx has a great logo - Notice the “->” arrow embedded in the letters E and X. Clearly communicates the speed at which fedex delivers.
The logo of Sun microsystems is tied to their tagline - to the Nth level. logo has every letter built of the letter “n”. Will post more.
1 comment August 24th, 2008