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June 27th, 2008 at 4:47am
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Logos: What Makes Them Work (Part 2 of 2) by MarketingProfs
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Marketing Profs Member Login | Become a Member | Try a Free Trial Join Over 314,000 Marketing Professionals Your email: Password: Remember me Forgot your password? Home Marketing Resources Online Seminars Conferences Research Member Benefits Forum Blog Jobs Resources Home Marketing Articles Marketing Case Studies Marketing Online Seminars Marketing Downloads Marketing Quick Reads Text Size: [-] | [+] Logos: What Makes Them Work (Part 2 of 2) by Jared McCarthy Published on March 1, 2005 Developing a great logo is a strange mix of art, science, psychology and (in most cases) a good amount of luck. Last week, in part one of this two-part series, we discussed some fundamentals of logo development and design. Now, in part two, we'll look at… The pitfalls of literal translation How size matters How to choose the right logo Ways to protect your rights 1. Don't look for a literal translation If you saw a logo with a hamburger in it, you'd think the place sells hamburgers. Article continues below When you see the Golden Arches, you think of McDonalds, not Burger King. When you see a logo with a drawing of a car, you think of a car dealership or service center. When you see the three-point star inside a circle (for hippies, the peace symbol) you think Mercedes, not Buick. A logo with a tennis shoe would lead you to think about shoe stores. The "Swoosh" takes you straight to Nike, not Converse. Certainly, these logos are among the most effective ever produced. But none have any literal connection with what their companies sell. This doesn't mean that an apple orchard should not use an apple in its logo. It just means that the orchard doesn't necessarily have to. Actually, logos that are literal translations of the busine"
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