Question

Topic: Branding

Adding Icons To Logos - Fab Or Fad?

Posted by Anonymous on 1/4/2010 at 12:56 PM ET 25 Points
We are considering adding some sort of icon to our logo (think Twitter, MarketingProfs, EMMA (email marketing service), Apple. What are your thoughts on this? If you choose to include an icon, do you have to use it all the time or can it be added only on certain things? If you like them, do you have any suggestions for us? Our company is called Serendipity Publishing and our color is a limey green. We publish a variety of magazines, mostly within the travel industry, but we don't want it to restrict us to only that.
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RESPONSES

  • Posted by ilan on 1/4/2010 at 1:18 PM Accepted
    Don't add anything to your logo that is not yours, and is not part of who you are!
    Its not a question of fad or anything, its common sense.
  • Posted on 1/4/2010 at 1:47 PM Accepted
    You already have one strong symbol -- your brand name. A true logo is the opportunity to establish a second symbol, as the swoosh is to Nike and the apple is to Apple. If you have the resources to establish both your name and your logo in the minds of your audiences, you can use either or both depending on the context (just as Nike and Apple do).

    Perhaps the profile of an island would be a good choice, because Serendipity originally referred to the emerald isle of Ceylon/Sri Lanka.

    By the way, I'm assuming your new logo would replace your current use of graphic initials, which I'm generally not a fan of.

    Good luck!
  • Posted by Gary Bloomer on 1/4/2010 at 2:28 PM Accepted
    Dear Jill,

    If you're going to add Twitter or Facebook (or whatever) icons to your site, add them (or plain text links) to the white space BELOW your home page's scrolling image banner, and make sure the icons you do use are on every page, and in the same place on every page.

    Adding extra logos at the top of your page, particularly on or near your logo just adds visual clutter.

    The bottom line here is: keep your layout simple.

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted on 1/5/2010 at 9:29 AM Author
    Thank you all for taking the time to respond. You bring up some very relevant points, and it will prompt further internal discussion. We need to start with the "WHY?" before deciding if and how to move forward. Thanks again!
  • Posted by Raymond on 1/6/2010 at 11:04 AM Member
    Hello Jill,

    I am guessing your already acknowledge some weaknesses in your actual logo. If so, I think it mostly depends on how much equity it as built over the years, how recognizable it is. If your company is still growing and you think a more memorable logo would help than I think an icon can definitely help you get noticed and more memorable.

    Whatever the changes you are planning to make though, you shouldn't vary too much from the original so that you don't lose the equity you have built thus far. The essence of the visual message should be the same or very close to the actual logo.

    Raymond
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