Symbols and the Great Power They Wield
While at a seminar recently in a school library, I just happened to glance around the room and noticed a poster on the wall entitled, “The Symbols of Illinois.”
Of course, there was a cardinal, Abraham Lincoln, the Capitol building, a Monarch butterfly, and a violet. It so happened that the topic of discussion was some of the symbolism used by the Catholic Church regarding the Liturgy of the Eucharist. I began to think of the other ways in which symbols were used:
* In religion
* In fraternal organizations
* In everyday life
Why are symbols so powerful?
Well, folks, we all know this: people think in pictures. This is the great gift of our mind - the gift of abstract thought. We can imagine and picture even the intangible through pictures in our minds. When you can create an image that people can glom onto and make their own in their mind, they are more apt to remember that which the symbol represents. Moreover, if you can take that symbol and pair it with an extreme emotion, that symbol takes on an even greater power.
For instance, we know that a red octagon, whether stating the words or not, means “STOP.” We know the implications of not stopping from a young age. The shape itself becomes a symbol that is instantly recognizable and serves as a powerful remind as to what to do in its presence.
I guess that’s one of the reasons why I love the sign industry… as designers we were always trying to find a way to say what we meant with as few words as possible, and as stylized as possible while being instantly recognizable.
When creating a logo, always strive for the same. With colors, shapes, and graphic elements, try to not only create something that translates across a variety of different media, but also make something that instantly creates an image which with the onlooker can identify–not only by sight, but within the core of that person’s psyche.
In closing this brief article, consider carefully the perception your brand creates. Remember, as we’ve stated before in prior posts, “Perception is reality.” Make your logo an extension of your overall brand. Choose your symbols wisely.
For more insight on symbolism in signs, graphics and logos, please visit http://ping.fm/Uk1N3
