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

Of Logos, Laziness and Distinctive Design

Posted by Cheryl Smithem

South Carolina has one of the most graphically interesting state flags around. The crescent moon and palmetto both relate to historic battles during the Revolutionary War when our state fought to secure independence from Britain. These iconic symbols mean something to us. Perhaps that is why the state’s flag and her symbols are so frequently the foundation for logos for businesses in our state.

If you’re in need of a visual symbol for your business, it seems obvious that you would want an emblem that is yours alone and that you would avoid copying a state emblem.

Billions served

Given that there are billions of logos in use, it is hard to keep from resembling someone else’s but it is important to strive for uniqueness.

I’ve written in the past of overuse of common symbols in logos, especially the Arthur Ravenel Bridge and its towers.

Now, I’d like to take on another ubiquitous symbol of South Carolina, the palmetto and crescent moon.

Entitled to the symbols

There is one long-standing business anchored in Charleston which has named themselves after both symbols, and I might argue that they are the only ones which have *right* to use both symbols in their logo.

These frequently abused emblems, which are incorporated in many logos in Charleston, imply South Carolina roots, but lack any exclusivity that makes your business’s logo distinctive. The worst offenders seem to be builders and trade entities who often have sign designers create logos…for no compensation as part of provided services when signs are needed. When you pay nothing for a logo, frequently what you get is not worth the money…zilch.

If you are going to use the palmetto, find a singular way to represent it as these businesses have done.

Logos done right

Here’s a rogues gallery of logos which in my point of view have glommed onto the palmetto or crescent moon as a way to screech, “we’re local”.

Logos done wrong

It’s your responsibility to be sure that your business stands out. Make sure your logo is distinctive. Make sure it is as individual as you are.

Tomatoes Weren’t the Only Things Growing This Summer

Posted by Cheryl Smithem

Charleston PR 2013 Project News

Summer in Charleston has traditionally been a slow season for business. In the past people went to the mountains or went on extended vacations. Just 15 years ago people did not schedule big events in the summer, preferring to host them in the winter.

So much has changed and now summer has become just as active as the months between Labor Day and Christmas.

Recent projects we’ve been working on include:

CanSurvive Cuisine’s website

Researcher Michael J. Wargovich, Ph.D. and Chef Iverson Brownell met with us in 2012 to discuss the establishment of their consulting service. This year they were ready to move forward with the development of their website. CanSurvive Cuisine combines research in the latest inflammation fighting foods and the best cuisine to provide hospitals, grocery chains, the food service industry, point of sale health food stores and universities with meal plans, revised time-tested favorites, and new menus to provide healthful benefits. Their new website offers a few free recipes that showcase their amazing and flavorful work.

Branding and Logo Development for Voice Actor

We were introduced to voice actor and former WEZL on-air personality Bill Shelton by Robert Berman of Professional Service Group (they are our superb business management consultants who provide payroll, insurance and accounting services.) Bill is establishing his voice acting business to provide voice-overs, narrations, television and radio voices and trailers. Bill needed a logo for his new business and we were pleased to work with him to create an evocative representation of his dreams.

Bill shared his story which we found full of hope, excitement and dreams,

“From early childhood I was fascinated by the broadcast media, particularly radio. One of my dreams was to be in a radio station “behind the microphone.” I was fortunate enough to have that dream come true. Since one of my duties as a radio personality was creating radio “spots” I came to enjoy that part of the job. After retiring I set my sights on working as a voice talent. [I am]…inspired …to create a business using my talents and passion for the business.”

Based on Bill’s story, we created a logo which positions him as “the voice of possibility”—our way of saying he can give voice to your brand’s dreams.

Lowcountry Autism Consortium

We are now working with the Lowcountry Autism Consortium providing marketing communications consultation. The Charleston nonprofit organization was formed to bring together resources and information to serve families and providers in the autism community.

The organization’s annual Forum, a free all day series of presentations and workshops on the latest advances and insights into spectrum disorders takes place September 7th at The College of Charleston’s Sottile Theater with an expo in the Silcox Gym. For registration and information, head on over to the LAC website.

Good-bye summer

As we head into the final long weekend of summer, we wish you and yours good work to do, great people to work with and incredible ideas.