The Domino of Logos.

One Autonomous Tip

Some would say a logo is a window peering into an overall brand or company. Others would say it’s the face of a company, acting as the leading character in their story. In basic terms, a logo is the simplest visual representation of a company, organization, or brand. It serves to indicate a level of autonomy in the array of visual signals we encounter regularly.

Whether you pay attention to logos or not, they pay attention to you. You simply can’t ignore them because naturally, humans detect visual cues from their environment. With a brain that has both basic reptilian instincts paired with advanced intellectual emotions, people are highly “moved” by their perceptions of reality. A good brand leverages these perceptions and crafts communication that attracts viewers’ attention—like a curious fly buzzing toward a powerful light.

I like to think of a logo as the initial domino that tips the rest of the pieces into a mosaic. For a logo to work well, it needs to stack among layers of many visual elements and written words. It is both artistic and practical. It is the beginning and the end of a brand. A good logo should lead the viewer along a path of information, inspiration, and motivation. And like a domino, it should trigger a reaction.

Some Historical Pieces

The history of the logo dates back to 3200 BC with the Egyptians using symbolism to communicate through hieroglyphics. Pictograms were developed in China around 1200 BC to communicate imagery such as nature and animals into simplified characters. In medieval Europe, stores would hang signs in their storefront to let people know what goods they were selling. Throughout history, visual marks have been used to communicate ideas and concepts.

Fast forward to the industrial revolution around the1800s, businesses and products boomed into production, thanks to advancements in manufacturing processes. This created the need for companies to identify their brands with labels and visual marks to communicate their products to customers.

The modern branding we’re familiar with today was initially inspired by mid-century graphic designers who wanted to create more meaning behind corporate visual identities. This led to more craft and intention in the field of logo creation and branding as a whole. As technology advanced, so did the importance of design as an integral part of successful business practice.

Moving into the late 20th century, the invention of the computer catapulted graphic design into the digital age, transforming the way logos and branding were created and disseminated. With powerful new tools, designers could experiment with colors, shapes, and typography in ways that were previously unimaginable. The computer revolutionized the speed and flexibility of design, allowing for rapid iterations and broader creative exploration.

In the 1990s and early 2000s, the rise of the internet further expanded the role of logos and branding. Companies now needed visual identities that would stand out not only in print but also on websites, social media, and digital platforms. This led to a focus on creating versatile, scalable logos that were effective across a range of mediums—from business cards to billboards and smartphone screens.

Today, logos and branding are more dynamic than ever, evolving to meet the demands of digital marketing, interactive media, and global audiences. The use of data analytics and AI tools has enabled even more personalization and customization in branding strategies, making the logo a crucial part of a company's digital presence and identity. As businesses continue to adapt to new technologies and market changes, the logo remains a powerful symbol of a brand's story, values, and connection with its audience.

Many Moving Parts

Like a lonesome game piece, a logo is lost without all of its moving pieces, falling flat in a desolate landscape with nothing to lean on. To prevent this tragedy, a brand needs many moving pieces to create a catalyst for action. This may include:

Strategic Framework:

The groundwork of a company that defines the ambition behind a brand. What are you trying to do and why? Who’s paying attention? Is there a mission? Why do we care? Normally, companies mash a bunch of words together into some kind of Frankenstein “vision jargon” document that lies on a table or in the ethers of a digital folder somewhere, lifeless in the dark, never seeing the light of day. These masterpieces are sewn together on a remote island somewhere where you’re invited via private jet. This, of course, is an exaggeration. There are, definitely, words that do live to inform the stakeholders and decision-makers and they should remain tightly locked behind their doors. But let your creative message live and breathe in the wild for internal folks to nod at and a fresh set of eyes to gawk at. Remember, we’re not creating a monster. We’re creating a mosaic. Your words will be loved. Let the light shine.

Words:

Words are contagious. And like any good virus, they spread like wildfire. Not only do you need simple, straightforward language to communicate your value and the nuts and bolts of what you do, but you also need words that jump off the page and fiddle your heartstrings. The combination of technical writing and creative targeted messaging will give your brand a powerful voice. Yes, you can use modern AI algorithms to spit out coherent sentences but remember, they learned the ropes from us. People want to hear from other people with words that sound people-like. So however you’re crafting your message, make sure it doesn’t sound like it’s coming from a cold robot.

Logo:

The symbol, wordmark, or visual motif that’s the beginning and end of a brand. Keep it simple and easy, like a good recipe. Don’t obsess over putting too many parts together like our Frankenstein friend until it’s difficult to look at. It just needs to be unique enough to sew on a hat, not scare away a human. You’ll also need scalable versions of your logo that can be implemented from the smallest screen to the largest canvas. Create a visual system that works together harmoniously. Sprinkle it throughout your visual toolkit instead of leaving it alone in a corner to be looked at from a distance. It’s a dynamic piece. Play with it.

Color palette:

Make this conceptual—Not about your favorite football team. Color is subjective until you make it objective. You can hate the color purple but what if I tell you we’re using lavender because you’re a data science tech company and all of your competitors use blue, because, well, blue? Your name is Violet Chasm and your tagline is “See the Unseen”—your code allows companies to “show powerful analytics with insightful data”. One can make the connection that your name and mission combined with the scientific understanding of ultraviolet light could use purple to communicate the idea of seeing something people can’t normally see without you (Did you get all that?). It’s simply an obvious choice. Let’s just try not to take it too far.

Photography:

A picture is worth a thousand click-through rates. A digital interface or traditional brochure is a sad scene without a decent photo. Good photography can catapult your content into an enriching brand story. And like your logo, it needs to be just as consistent and recognizable. You can have a very simple logo made up of four letters and pair it with solid photography that will outperform any design contest. Use different photography approaches that connect with themes, style, or subject matter, depending on what tone of voice or message you’re trying to convey. Don’t rely on AI-generated imagery or stock photos that look like the photographer was from a different planet and had never interacted with a human before. Use genuine humanist photography or don’t use any at all, for the rebellious brands.

Illustration:

No one is good at drawing. If they say they are, just nod your head politely and walk away slowly. That’s not to say a brand should stray from using Illustration in their brand kit. It’s simply that professional illustration should be left to the real professionals. The nuance of creating convincing illustrations for your brand is a task in and of itself. If done well, it can delight, entertain, and inform like no other medium. Many modern companies use bright and fun drawings that live among their marketing platforms like a modern Sims game, straightening some object while climbing a ladder in an abstract jungle that looks cleaner than my apartment. Like the rest of your visual system, you can create engaging illustrated visuals that carry your brand to the next level.

Iconography:

These little hieroglyphics should mimic the DNA of your logo system. They can be entirely practical or surprisingly unique with one thing in common—to serve as small symbols that help your audience navigate information. Like your logo, they should be intuitive and communicate an idea in its simplest form. Icons guide your eye around any marketing piece with ease. They’re also expected to be in any user interface to point you to the store, into a car, or back home where you belong.

A Few Final Touches

You’ve finally set up the basic framework of any branding project and if you get them all right, you can pat yourself on the back, fall into your couch, and take a nap. When you wake up, you get to do it all over again. A brand is a dynamic system of unique pieces set up to tell a story. The logo is one part of this puzzle and, usually the starting point. They’re a good combination of fun and frustration and like a domino effect, they tip the whole mess.