Brand Icons, Corporate Identity and Your Logo

Should your logo be a recognizable icon or unique?

I live in the Charleston, South Carolina area. A few years ago the old bridges spanning the Cooper River were torn down and a new breathtakingly beautiful bridge was built. The Arthur Ravenel Bridge is a suspension bridge that is a pleasure to drive over because of its architecture and ability to carry a large volume of traffic between Mt. Pleasant and Charleston.

Charleston’s old Cooper River Bridges and the new Ravenel bridge.

Now as much as I like the bridge, it’s never occurred to me to use it as a component of my corporate identity, logo or in my advertising, but I think I’m in the minority. It seems that 8 out of 10 companies use the Arthur Ravenel Bridge, its towers or other features in their advertising.

Bill Smithem’s concept for a Cooper River Bridge Run poster

Now it makes sense for the Cooper River Bridge Run to use it in their promotions and advertising, but for a home oxygen supplier? It makes more sense for the Yarborough Applegate law firm because the letters of their names form an impression of the bridge’s superstructure and it fits for The Bridge 105.5 radio station to use it in their advertising. But I’ve seen the bridge used in real estate ads, restaurant ads, flooring company ads and business consultant’s ads. Just get over it!

Examples of logos which use the bridge as their icon

Sense of place or sense of customer? Which is more important?

If you do business in the Charleston area, I suppose you may want to use the bridge to give a sense of place in your logo or advertising, but wouldn’t you rather have imagery that depicts or speaks to how your customers use your products or services?

Your logo is a visual communication between your company and your customers.

Because of this, it should be distinctive. Individual. When customers see your logo, they should comprehend your brand qualities or understand the benefits of doing business with you. It’s lazy to use the most iconic image for your business sector or locale; the Ravenel Bridge in Charleston, the Eiffel Tower in Paris or a scale for a lawyer’s office or a chef’s toque for a restaurant.

When developing your logo and corporate identity, use a brand development process that clarifies your brand promise, qualities, benefits and features. Then your graphic designer can use this material to develop the best corporate identity materials for your company.

When your logo is developed, you’ll be glad yours is as individual as you and your company are.

Featured image by Photo by David Martin on Unsplash

Video Story Captures Firm’s Maker DNA

Posted by Cheryl Smithem

When your firm has a legacy that extends for more than 100 years, crafting a video story could be daunting.

Florence, South Carolina firm Driwood Ornamental Wood Moulding creates moulding, millwork and trim for clients all over the world. As part of a new website project for them, Charleston PR scripted and produced an evocative video capturing the maker history which is central to the firm’s DNA.

Charleston PR collaborated with videographer and editor Meredith Browne of See It All Media and Richard Lubash of 2K-Plus.

The video’s script was written by Charleston PR’s Cheryl Smithem who produced and art directed as well.

Enjoy the video story

Understanding your brand is what we do

Want to tell your firm’s story in video? Contact us to get started. Our team of professional storytellers can craft your story capturing your essential brand values and heritage.

Helping Fix a Bad Situation You Did Not Create

Posted by Cheryl Smithem

Note: The good people at U-Haul messaged me via Twitter at 11:32 a.m. July 30 and said, “Our local center has set up a donation site at 8222 Dorchester Rd, North Charleston, SC 29418. Go to Twitter and thank the great folks at U-Haul.

Going from good to bad

A military vet’s family, who recently relocated to the greater Charleston area, lost all their worldly possessions. The family was staying at a North Charleston La Quinta Inn when the rented U-Haul truck used to move their household furnishings and military career mementos was stolen from the Inn parking lot.

Live5News.com | Charleston, SC | News, Weather, Sports

The story was reported on Charleston’s Live 5 News.

Demonstrating humanity and caring

La Quinta Inns did not cause this tragedy, but the family was staying there. Stepping-in and leading an effort to gather and donate furniture and household goods to the family could not only help the family, but could allow La Quinta and U-Haul to demonstrate their caring sides. La Quinta and U-Haul have the perfect opportunity to demonstrate that the businesses are not just in business to give you a roof and a bed for a night or rent you a truck, but are all about caring for families, providing shelter, and reasonably priced moving services and equipment.

In the midst of bad things that happen to our customers, we can show the humanity behind each of our firms when we reach out, demonstrating true human caring. And when all is said and done, aren’t we in business to help one another, not just profit from our customers?

Building community

Fixing a bad situation can be done sometimes. There is no way to get back what thieves stole from the family, but there is a way to show that the people behind the corporations care.

Is your business getting attention for something that happened on your premises which you did not cause? If your business or firm is facing a crisis, contact us at 843-628-6434 for consultation and assistance. If you would like to have us perform a crisis audit for your firm so you are prepared in advance, we welcome your call.