15 Oct 2017

More than just a Logo

As an established company or brand, it is no surprise that your brand logo is one of the most prominent ways customers identify and recognize your name. Logo design can be highly influential to customers, therefore, choosing the right logo to represent your company is imperative.

Think of popular brands; at the mere mention of McDonald’s you immediately think of the two golden arches. Making your logo ‘iconic’ is a tough task to tackle so many companies choose to outsource their design to professional marketing agencies or graphic designers to ensure quality is met and the logo can have some sort of longevity with the business. Many companies have outlived their initial logos and are forced to revolutionize or transform their current design. Revolutionizing is creating an entirely different image for your brand to reengage customers. Transformational, on the other hand, is about making slight adjustments to the current logo design to make it “fresh” and more aesthetically pleasing to clients. Tropicana, a favorite orange juice company, recently rebranded their image to be more simplistic, although it did not resonate very well with customers and they shortly after switched back to their previous design. On the other hand, revolutionary changes are associated with strategic shifts and is often associated with the maturity phase for companies.

Some of the most successful and iconic logo designs elude to the purpose or service the company offers. Federal Express, the shipping company, has a hidden arrow between the ‘E’ and the ‘X’ in their FedEx logo. Tostitos, the brand of tortilla chips, cleverly created “people” for two of their ‘t’s and strategically used a bowl of salsa to dot the ‘i’ between them. This symbolism resonates with their customers and creates conversation around the brand itself because of clever and humorous design. Graphic designers spend hours playing with different mock logos to present to their clients. Not only do designers have immense knowledge about the brand they are trying to create a logo for, they have skills that most Adobe novices would never understand. Have you ever heard of color theory? Nope? Well, it essentially is all about color mixing and the making a design visually pleasing based on your color combinations. You can have analogous color schemes, complementary, or triadic.  Not following? Most don’t! Did you know that certain colors are more commonly used among industries because they resonate better with their products or service? For instance, purple or black is usually associated with luxury brands. All of this information is like second nature to most graphic designers, that is why often times outsourcing development of logos or other branding related activities to marketing firms near you can be advantageous for your company in the long run.


Adam is a graduate of Colorado State University (bachelor’s degree in marketing), and he has experience on both the client and agency side of the marketing world. These experiences led him to come up with a unique, more efficient business model, which he’s incorporated into Encite Marketing. Adam sets the strategic direction for all Encite projects, developing integrated marketing campaigns that bring results. He takes a consultative approach with clients, educating them about how the process works, and keeping them in the loop about end goals, steps, and tasks.