How to Create an Awesome Company Logo

Last week, Fire Enterprises (FEI) marketing maven Marka showed the FEI tribe how to build powerful brand elements. This week, Marka and the tribe discuss creating an awesome new company logo for FEI. Remember, fire=print.

FEI’s morning marketing meeting had begun. Marka stood before fellow tribe members Numo, Zoot, and Org. “Today we’re talking about logos,” Marka said.

“Logos, my old golfing buddy?” Zoot asked. “By Zeus, I haven’t seen him in forever. How’s the old dog been? Is he coming?”

“Not that kind of logos, Zoot,” Marka said. “Although the word logo—as in a company’s logo—does originally derive from the original Greek word ‘lego,’ which means ‘I say.’ This makes sense, since our logo really is ‘speaking’ for our company, in a way. If we create a memorable logo, it’ll become a kind of visual shorthand for FEI and all we offer to the marketplace. Logos are visual representations of intended branding messages, and they play critical roles in building brand equity and awareness. It’s important that FEI’s logo stands out and accurately represents how we want to be perceived.”

“What should our logo look like?” Org asked.

“Remember when we came up with the three attributes that defined our brand?” Marka asked.

“Sure do!” Zoot said. “Dependability, innovation, and superb quality are the essence of the FEI brand.”

“FEI’s logo design must derive from these three defining qualities,” Marka said. “When customers look at our logo, our key brand attributes should immediately come to mind.”

“A logo can be as straightforward as the letters ‘FEI’ written in a distinctive font, or as abstract as a design or symbol that doesn’t even feature our company’s name,” Marka continued. “These options—and everything in-between—are on the table, as long as whatever we come up with effectively represents our brand attributes.”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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