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When is a logo more than a logo?
by Grace Conlon
Logos are to graphics what Esperanto is to language. Esperanto - the universal language that cuts across cultural barriers and speaks in one tongue. Logos accomplish the same mission - they are universally understood.
Given the ability of logos to communicate around the world, it is easy to see how logos might be assigned other broader marketing tasks. Google, one of the most successful search engines on the Internet, did just that. And they’ve done it with style and grace.
If a search engine - designed for the serious business of seeking information from all sorts of databases - can have a sense of humor, Google has a sassy, sprightly, healthy humor gene embedded in its depths.
The sly, funny wit of Google has exploded into a clever promotional tactic called the Holiday Google. Google’s staff of graphic designers have embroidered the basic Google logo with all sorts of seasonal motifs for just about any holiday, any occasion celebrated anywhere in the world.
Is this a good idea for the average company or is it a great idea for Google but not so smart for the traditional business? Let’s dig into that aspect - what is a logo designed to do for the business it represents?
If there is one word that describes a logo, it is “image”. Can a logo that has so many different faces truly present an image the consumer will remember or will the registration be muddied up by this? Is something sacrificed by presenting decorated cloned versions of a company logo? That depends on the type of business the individual company is in.
If certain times of the year are more important to a business than other periods, say “Back to School” timing in August/September, then perhaps a modified version of a company logo could be used to highlight sales events and appear in company advertising and on promotional flyers and display material.
For every business, no matter what products or services they offer, a holiday logo is an easy way to spread holiday greetings among its customers throughout the holiday season. The logo might even include a brief “Happy Holidays” or “Merry Christmas” greeting and if used on a special run of company stationery during the holiday season, it would make the sending of separate greeting cards unnecessary.
For Google, the many different versions of its logo do not detract from the company image. Rather, they support the perception that this company has knowledge of myriad different worldwide customs coupled with the ability to provide access to every sort of information a user might need.
We advise any business managers, intrigued with the idea of overlaying their corporate logo with other motifs for special times or events, that they should not use too much of a good thing. Try out a seasonal one first - a holiday version would never backfire or detract from a company’s image.
Next, examine company sales history to see if there are periods during which a modified version of the company logo would make sense, would provide promotional clout, would support a particular holiday or event that takes place at that time.
Always keep uppermost that your logo is you. A holiday logo is you with a happy face. You may have other important aspects, from time to time, that you want to share with the world. Your company logo can do the job for you with just a few pertinent modifications.
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