I admire logos and enjoy studying them; sometimes, I am even drawn to (or away from) an entity based on them. In hockey, I like the Calgary Flames (see logo above), for example, in part because Macgyver mentioned them on his television show during my formative years. But the mere mention was insufficient; I was drawn to the team by Macgyver's hat, with sported their logo (see below). I've been hooked every since.
Why do logos matter? Why is their role so important? Whether in sports, businesses, universities, or other spheres, a good logo can have a powerful impact. Google's AI summarizes, mentioning how logos are:
. . . visual symbols [that] build brand identity, create emotional connections with fans through the mere exposure effect, and convey a team's values and history.
The AI answer focused on sports, but the attributes are broadly applicable to any entity where branding and recognition matters.
Logos are symbols, and a picture is worth a thousand words. It is impressive how much a simple logo—even a minimalist one—can convey. In fact, sometimes the best logos, and even the most informative, are not overly complex designs meant to convey every facet of an entity in a symbol, but rather a simple design that communicates a few key truths. Let's look at a recent one, sticking with hockey: the Utah Mammoth.
- the crown of the head is a mountain range
- the tusk is oriented to be a 'U'
So in a simple logo, it communicates at least three things: they are the mammoth, they play in Utah, and they are near mountains. Pretty cool.
I could give a lot of other examples, from Hillary Clinton's 2016 campaign logo (widely ridiculed) to some of the most iconic company symbols (widely praised), but I'll stick with this one today. When you see a logo in any sphere, take a moment to study and enjoy its design. What is good about it? Bad? Why does[n't] it grab you? And why does it matter?
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