Symbol Design
Symbols & Its Impact in Logo Design
A symbol, for us in the design world, is usually a combination
of graphic elements that represent something to us-in other words, a picture
that tells a story. Kenneth
Burke, the twentieth century theorist and critic, described
humans as “symbol-using, symbol making, and symbol misusing animal” Our
interest as designers should lie in how to use symbols correctly, and to avoid
at all costs any misrepresentation!
The last thing, we want to do is use a symbol
incorrectly and as a result make a client look bad. (The axe is a symbol that
comes to mind in this unfortunate scenario.)
Impact of Symbols within Logos
In a world where people and companies are
more readily recognized for what they represent than for who they are, symbols
have become more and more important, and the use of them increasingly complex.
Some might argue that a logo is in fact a symbol, but
it is not that simple. A logo becomes the symbol for the company’s identity,
and at the same time, uses pre-existing symbols to do its job.
If done right, symbols can be used to exploit the most
unconscious-level of human desire, thus when incorporated into the logo design,
symbols gracefully create associations between a company and that which the
company would like to represent.
How Symbols Influence Branding
Branding is important for current social life, for
business, for collective identities and for the modern day human experience. It
allows people to identify, organize, classify, embody and make sense of the
world.
From a psychoanalytical perspective, creating brands
is linked to understanding how humans communicate and express feelings through
symbols. It can be thought of as manipulation, but really, it is a matter of
understanding the very basics of human communication and how our minds work to
create within us a sense of satisfaction.
Brands must be competitive. The symbols being used to
represent the brand must be strong. The association’s people make via the
symbols is crucial in how they eventually classify their brands and thus, chose
to interact or not interact with the brands out there.
Tips on Using Symbols in Logos and Brands
1. Storytelling
Remember, not all symbols are created equal-choose
symbols that tell a story. Do your research and make sure the symbols
incorporated in your logo are not just pretty faces, but convey clear and
concise representations.
2. International Perspectives:
Examine symbols from multiple perspectives-that of the
clients, that of their target audience, and even beyond their normal social and
cultural contexts. What a symbol represents in one culture may not be what it
represents in another. This is crucial for companies who seek to create
international identities and brands.
3. Conflicts Of Interest:
Again, do your research. Do not use multiple symbols
in one logo or brand that might possibly represent conflicting ideas. It is
ok to combine forces, but be careful to not overload on symbols, or couple
symbols that cause friction. You want the logo to express a unified message.
4. Clarify the Communication
Each logo should communicate something. That something
is left up to the client to determine and the designer to execute. Symbols are
powerful communication devices when used wisely. One smart symbolic element in
a logo design can express everything, but the designer needs to be careful to
express one thing well, not many ideas poorly.
As with any device, there are limits to what these
graphical tools can
do, therefore, keep it concise. The client may resist being overly specific in
their message, but as the designer it is your job to
stress the need for symbolic impact.
5. Symbols That Interact:
Everything that visually represents the company comes
to define it. This is the general idea behind the brand and its logo. The hope
is that people understand who the company is and want to incorporate the brand
into their lives. The designer must be conscience that symbols do not exist on
their own, since conception they have been in a constant state of interaction.
Therefore, symbols have friends and they have enemies. The designer must learn
to recognize how this will affect the overall impact of the brand and logo.
