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. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
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