Putting Swoosh in Your Logo
- 18 hours ago
- 3 min read
by William Weger
Striking logos flirt with us. They arouse the senses and catch our eye. We are smitten by their beauty, charm, and personality. It’s love at first sight, and we hope it leads to a meaningful relationship that lasts a lifetime.
Every logo tells a story and has a critical purpose: to create a distinctive mark that separates an organization from the competition. If “a picture is worth a thousand words,” then the value of a logo is much more.
The best logos are priceless. Far beyond their ability to raise revenue and awareness, logos build a special bond with stakeholders who believe in what an organization stands for and in its purpose. A logo, which is short for logotypes and in Greek means word, is a key piece of your brand puzzle. But it is only as good as the character behind it. Great logos and quality brands work together.
Logo Development on a Shoestring Budget
The good news for nonprofits is that logo development and refinement should not break the budget. Did you know that Nike’s “swoosh” trademark was literally done on a shoestring budget. The Nike swoosh is simple, fluid, fast, and was very affordable.
In 1971, according to Nike’s corporate history, company founder Phil Knight was supplementing his modest income from his fledgling Blue Ribbon Sport, Inc. by teaching at Portland State University. He met Carolyn Davidson, a graphic design student, who created the now famous band icon for just $35. And in 1988, the “JUST DO IT.” tagline was chosen by Ad Age as one of the top two taglines of the 20th Century. The campaign is now ensconced in the Smithsonian National Museum.
Like Nike’s swoosh, some of the best logo designs by nonprofits are simple and forward thinking and they resonate instantly. Think of the American Red Cross and Goodwill Industries logos.
Whether you are refining a logo or creating a new one, there are some standards and guidelines that can help you succeed. Successful logos connect with the viewers by building trust, evoking emotions, and establishing creditability. Powerful logos build upon several design elements.
Forward Thinking
Does your logo project the future and does it reflect the latest design trends, curves, lines, typefaces, shapes, and colors? Your logo should mirror your mission and keep your organization on the cutting edge.
Defined and Distinctive
A logo should define your organization. It must be unique and not be confused with other logos in the nonprofit sector. It should standout but not be unappealing or hard to understand. It should convey the essence of your nonprofit.
Functionality and Format
Keep in mind how your logo will be used. It must be visually effective in multiple media forms and environments, including on signs, packaging, websites, digitally, letterhead and brochures. It must work well in a variety of sizes. It must also be usable in color and in black and white.
Three Basic Logo Types
Nearly all logos can be organized into three basic types:
Logotypes or words only
Abstract symbols or icons only
Combination words and a symbol
Text only logos are very popular and are generally easier to develop. Examples include The Muscular Dystrophy Association (MDA), Xerox, IBM, and Sony. These logos use type treatments with a little twist to make them distinctive.
Abstract logos contain icons and images that depict what a company or organization does, such as when a nonprofit uses a heart or hands to convey its mission. Corporate examples include Shell Oil, Apple, and Nike with the “swoosh.” The World Wildlife Fund (WWF) panda bear, the 4-H clovers, and the Red Cross are well-known symbols among nonprofits.
Because abstract logos have no inherent meaning, it often takes a long time and lots of marketing and advertising to get them established in the marketplace. A trend today is using combined text and a symbol to achieve a single effect. Examples of nonprofits that blend a word mark with an iconic image include the Salvation Army, Habitat for Humanity, and the American Cancer Society.
Whether your entity is new or established, a logo is critical to communicating with audiences. Put some swoosh and style in your logo and let it help your organization to go places.
