A few thoughts on logo icons:

  • You recognize the apple - not because apples are particularly representative of technology, but because Apple brought its brand to it. In fact, so did Bill Gates for a while there.
  • You recognize the swoosh - not because it inherently makes you think of athletic clothes and footwear, but because of what Nike has brought to it.
  • You recognize the green mermaid - not because it's a clear reference to coffee beans, but because Starbucks has attached a brand of coffee and service to it.
  • You recognize the three-sided silver star encompassed in a circle - not because it's the mark of an automobile, but because Mercedes-Benz has attached its brand of luxury vehicles to it.

Your logo doesn't need to be perfect. It doesn't necessarily need to represent all of what you do and even if it does, that message might be lost on your audience.

The success of your logo is found in the brand you attach to it. If it's a brand of great products and great services, then you, your business and your logo will succeed.

Andrew VanderPloeg
Andrew VanderPloeg Guest Blogger, Consultant

Andrew served at Bark for over 20 years before recently taking over the role of Vice President of Marketing & Communications at ShareWord, one of our favorite organizations.