The use of
visual imagery to represent your business is fairly common but must be done
with careful consideration of the message you want to convey.
There is a formal
method of image analysis called Semiotics which can in effect translate a
picture from an image into words. But, this
can become a deep subject very quickly if you look into the work of philosopher
Roland Barthes and others.
don’t have to go there to see the impact that symbols have on all of us. One of the most powerful symbols in most
cultures is the flag of their country.
It represents a cohesive force supported by music, pageantry and an
association to events felt by all citizens.
We’ll take a look at the symbolism in flags in a later article but for
now we’ll look at the slightly less powerful symbolism found in a logo for an
organization or business.
While a logo
can be a very effective symbol for your business and should be part of your
branding, what is it that makes a captivating logo? It should be something that carries meaning
that people can understand and relate to.
Some of the most basic design concepts are…
- Be unique - Have a story
- Color Matters
For example the
Brooklin Summer ArtFest poster above uses an image of an artist to as a logo. The logo needed to represent the complexity
and energy of an event offering the work of about 40 visual artists, craft
makers, bands and dance groups. There
are also a number of food booths. In its
5th year this one day-long event keeps growing and attracts well
over a thousand visitors.
The logo is
based on a painting created by Ashburn artist Martha Weber specifically for the
Summer ArtFest. It is inspired by the
summer colours she sees on her farm on a glorious day from dawn right through
to the last light after sunset. The painting
is a kaleidoscope of colours from trees, flowers, grass, water, sun and
sky. Swirling through it all is the
creative energy brought by artists, dancers, and musicians.
Martha was photographed at her easel
making final touches to the artwork. The
resulting image was then blended with other images she chose to convey music
The result is a vibrant, interesting
image that visitors have said represents the excitement and creativity they
encounter at the Summer ArtFestt.
To see more concept images that use
symbolism take a look at…