I hear a lot of talk about 'iconic logos' and how to create them.
This seems to suggest a degree of primacy of one graphical image over another, even though such ranking is mostly subjective.
In the strictest sense of the word, all logos are iconic regardless of the criteria employed in judging their design quality - their purpose is to represent something...
I have often found it difficult to gain consensus on whether a logo design is good or bad, given the large spectrum of preference for both colour and form that exists within and across cultures and societies.
What many people do seem able to agree on, however, is which logos are recognisable.
Unfortunately recognition is not simply a product of effective design but largely due to high levels of exposure over extended periods of time.
It is impossible to design an 'iconic' logo - brands become iconic NOT logos, and people, not pictures, build brands.
A logo is a visual quick-reference for brand behaviours that have been consistently developed and reinforced, and only becomes 'iconic' as a result of these brand behaviours and the degree of exposure it is given.
So while it may be impossible to design an iconic logo, the challenge is to design an effective logo, one that is well-considered, appropriate, clear, distinctive, easily-reproduced and memorable.
If this is achieved, the logo will act as the vital foundation upon which supporting visual communication and a strong brand identity can be built, in order to support, imply and reflect a set of values and behaviours.
Whether you are the owner of a small business or an independent professional, it is important that you pay attention to the development of your brand.