Logo & Graphic Identity

Your logo should be instantly recognizable to the viewer…inspiring trust, admiration and loyalty. More than just a piece of artwork, your graphic identity should be the embodiment of your brand and of all that you are.

Logos are intended to capture the spirit and personality of your company and to create memorable identities for products, services and programs that people will find attractive, distinctive and identifiable.

Think of IBM’s stylized logotype that long ago replaced the more cumbersome name of International Business Machines and its use of a distinctive color that has given rise to a familiar nickname in “Big Blue.”

Consider the impact achieved by FedEx thanks to its eye-popping purple and orange logo colors combined with a stylized logotype that slyly propels an arrow from its negative space.

Color is important and is chosen carefully since colors carry emotion and possess different meanings. Colors that have become memorable have been used with consistency by IBM, Coca Cola and UPS among others. 

As for symbols without letters or words, there’s instant recognition and high visibility for the bitten apple, the three-pointed star of luxury vehicles, and the thrusting eagle’s head on the mailbox. When you see these graphic elements, the identity of the company is immediately revealed and recognized.

And that’s not to mention the winged, starred and horned football helmets, or the jerseys of virtually every sports team.

Sometimes logos benefit from longevity and their unchanging appearance. More often, logos need to be refreshed…and re-thought…to reflect changing times, product development and line extensions.

No one would think of changing the classic Coca-Cola script of the 19th century and yet there have been many variants to the Coca-Cola “look.”  Over the years, the Coke franchise has exploded with a variety of new looks to accommodate numerous new products, including a whole new “re-introduction” of classic Coca-Cola with its own new/old logo.

So logos aren’t restricted only to the company name. They can be used for product line extensions, for distinctive programs and services. In fact, any marketable aspect of a company’s operations can benefit from the use of logo design be it stationery and packaging or a morale-building employee program.   Logos like those above have transcended the company’s working name to become icons in themselves…instant, immediate representations of the company’s brand identity.

A few of the logos designed by Tower Marketing can be found on the following websites: