SUCCESSFUL LOGOS EXPLAINED
It's All About Credibility Principles

By William L. Haig

Co-author bestselling book on company logos, The Power of Logos: How to Create Effective Company Logos , John Wiley Publishers, New York , 1997 Company managers, large and small, can now assess the power of their logo by using a relatively new basis for judgment: If the company logo is credibility-based it will have power to influence company messages in the minds of company stakeholders. We know how effective credible people are, but now credibility principles apply to company logos. When a company speaks , it must be considered a credible source.

Why Should Company Managers Care?

If the company logo is on a business card or letterhead, company managers have logo identification good, bad or indifferent. Successful logos have power to help achieve company goals. Bad or indifferent logos may actually undermine company efforts. Research has demonstrated that successful logos are credibility-based.

Why is being credibility-based key to successful logos?

This requirement stems from the teachings of late graphic design legend, Saul Bass, who is famous for his successful logos for AT&T, United Airlines, United Way , Rockwell International, Alcoa and Continental Airlines (during the period 1968 to 1989). If logos symbolize the company business, characterize particular company attributes and are contemporary they will have power , he would say.

Why Are the Teachings of Design Legend Saul Bass Important?

It all goes back to Communication 101. There are three elements in the communication process:

(1) The source or sender of the message (the company).
(2) The message.
(3) The receiver (stakeholder).

Many studies in interpersonal communication (people to people) conclude that if the source is competent, reliable, and forward thinking the message will be more readily accepted by the receiver . Competent, reliable and forward thinking make up the components of being credible in interpersonal communication.

For example, a computer wiz would be more influential on what mouse or software program to buy than, say, a chef. But a chef, on the other hand, would be more influential when it comes to the best curry to buy and where, or the latest cookbook. You wouldn't go to the computer wiz for food suggestions, and you wouldn't go to the chef for electronic suggestions. Well, in most cases.

In short, a person high in the dimensions of competent, reliable and forward thinking will be more credible, and, therefore, more influential. Again, these are the three prongs of being credible . Likewise, a company high in dimensions of expert, trustworthy and forward-thinking will be credible and, therefore, more influential. (Note the similarity of words.) This is because people relate to companies the same way they relate to people. These are brand-customer relationships.

How Does a Graphic Designer Create a Credibility-based Logo?

The first thing a designer does is symbolize the company business. This says the company is an expert in that business. Like the shoe repair shop with a sign hanging on the store front with a "boot" or "shoe" symbol together with the text "Joe's Shoe Repair.” The designer then makes the "boot" or "shoe" "contemporary" or forward-thinking and Joe is almost there. Make it look trustworthy with traits that define the descriptive nature of the shoe repair shop such as "experienced,” "professional" and "friendly" and Joe has a credibile logo, a power logo.

Joe's company name, "Joe's Shoe Repair" is also credibility-based. "Shoe Repair" says Joe is an expert in that field. Joe lends his name "Joe" indicating that he will stand by his work, thereby being trustworthy . And, Joe is short for Joseph which is more streamlined, more forward-thinking (maybe a stretch, but you get what I mean).

Logo Design Planning is 90% of the Design Job.

Saul Bass was right in his basic logo planning approach. He would say, “Each program begins with the formulation of a set of objectives and a verbal description of what the client logo should say. These are the design attributes we want to portray in the new logo. We study the company, visit its offices, interview and meet with its people and come to a very clear definition of what attributes are to be symbolized before any designing is done. Intent has to be articulated before you begin, or you just get sucked into a process where everything you do is self-justifying. Logo planning is ninety percent of the design effort.”

Is Your Logo Credibility-based?

All companies --- large or small --- can achieve AT&T’s success. Compare your present logo with the three elements which make up a credibility-based logo. Does it symbolize your company business which says you are an expert in this business? Does it have the appropriate “trustworthy” attributes? Is it "contemporary" symbolizing a "forward-thinking" look? Is your company name credibility-based? Is your logo applied with rigorous consistency in a clear manner?

As many company managers are learning, a credible logo as the heart of a credible marketing communications system creates a successful company brand. The payoff is in loyal customers, high caliber employees, dedicated suppliers, understanding governmental bodies and great financial relations. It also facilitates core product business extensions.

Successful logos are not an abstract concept any longer. They are credibility-based. This is their role in the greater role of a total credibility-based integrated marketing communication system, which makes a great company brand.

7 Critical Questions for a Successful Logo

1. How would you describe your company/business to someone who has no knowledge of its existence?
2. What is the strategic mission for (company name)?
3. What are the short-terms goals/plans? Long term?
4. What are your greatest strengths/attributes?
5. How do you think the public perceives you?
6. How do you differentiate your company from your competitors? Describe your most important competitor.
7. List all areas where your present logo appears ie stationery, signs, trucks, etc. List all areas of public contact where your logo COULD appear, but now does not.

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