Logos are everywhere. From clothes worn to devices to utensils, a logo can be seen wherever a product or service exists. But what exactly is the logo's importance?
I believe there's a common understanding that it's an image or some representation for a company. For whoever made the creation, this symbol is a way to attach it to themselves; the other side is the user (or consumer). The logo is both image and branch both sides can hold onto and form a connection.
As with most things, logos have a metaphysical basis. The word "logos" is originally used to describe the universal order of things. It has Greek, metaphysical and theological connections. "Logos" also relates to log-ic, being able to acquire understanding through a form of precise reasoning. The logic of something would then be the Logos of that thing.
The planetary seasons, planetary movements, crop growth cycles, how our bodies shed dead cells to rejuvenate, the inward / outward breath cycle: all of these are examples of Logos at work.
For career-oriented service, this Logos is made practical, condensed in a form that's meant to summarize the sum total reputation aura. When you see a logo from a company you enjoy, there's an essence understood without having to be explicit. You may have the same visceral experience when seeing a company's logo you dislike.
Organizations may invest considerable resources to produce a single logo. Once shared with the world, it becomes part of the society's collective consciousness. It can be difficult to change once this takes place. There's risk involved when making a change to a logo favored by supporters. On the contrary, there may be severe pushback from people to make a logo change if the imprint is offensive enough.
Logos need not only be for groups and companies though. In a time where resources are more available for professionals to own their craft, I encourage you to consider possessing your own. An individual professional logo.
You can use it the same way companies deploy, in service of reinforcing your reputation, what you stand for, the type of quality your work represents, the major qualities you embody.
A personal logo can help stimulate creative energy and prompt thoughts about what you symbolize. Career values, not based on the type of company you're striving to join, but those you own independent of any organization. When you join a company, you're bringing these values to them as enhancements. This is what's meant by, "adding value to the company."
I was toying with personal logos for nearly two decades. Experimented with coats-of-arms and shapes. The first true logo that I started to publish with started from an amateur journal sketch. I hired a design assistant to create a version that could be placed on documents. It was a project he could retain as a design sample and was an initial experience for him signing a freelance contract.
I put the logo to use, adding it to my official (public) writing and internal templates, on business cards. It didn't matter if the work was commercial or exploratory. That logo was upgraded by another freelancer some years later. The version 2.0 is seen most often on my writing files on my portfolio site's writing section. Way too many files to go back and update, plus I appreciate the history as is.
The current personal logo you see leading my work was created by my friend and designer, Melissa Heath. I've known her for many years now and she's by far one of the best in terms of quality and the intelligence she infuses into client service.
She can teach, guide, make, all with a holistic perspective about the client's interests.
If you've been thinking about a personal logo [or website, flyer, any visual design element], I recommend reaching out to Melissa here.
For a spotlight, I asked her a few questions for sharing with readers.
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What inspires you to do high quality work?
Personal integrity and a sense of craftsmanship drive my commitment to high-quality work. I believe in treating others as I'd want to be treated, which reflects in my project efforts. Every piece carries my signature, visible or not, which matters deeply to me.
I'm fortunate to genuinely enjoy my work, which naturally motivates me to excel. I'm also aware that the quality of my output directly impacts my professional longevity. Maintaining high standards isn't just about job security; it's about preserving the opportunity to do what I love.
Ultimately, it's about respect - for my clients, my craft, and myself. This mindset pushes me to consistently deliver my best work.
How would you describe your superpower(s)?
My superpower, if you will, is adaptability coupled with creative problem-solving. Years in a fast-paced, deadline-driven environment have honed my ability to produce unique work under pressure.
In this industry, you never know what constraints you'll face. For instance, creating multiple wedding photographer ads for the same publication page was a common challenge. Making each design stand out despite similar content became my personal mission.
This unpredictable nature became a motivating force, evolving into a knack for quickly assessing situations, identifying core messages, and crafting designs that captivate audiences. My superpower, therefore, lies in consistently turning limitations into opportunities for creativity.
The service you offer clients includes a multifaceted approach that differs from what one might assume when working with a designer. What's your perspective on this?
From my perspective, the service I offer clients is indeed more multifaceted than what one might initially assume about working with a designer. At its core, design is about the presentation of information - it's visual communication. And effective communication, by nature, is multifaceted.
My approach goes beyond just creating visually appealing graphics or layouts. It involves understanding the client's business, their target audience, and their overall goals. I see myself as a strategic partner rather than just a service provider.
This comprehensive approach means I often wear multiple hats. I'm not just a designer, but also part-strategist, part-marketer, and sometimes even part-business consultant. I help clients clarify their message, identify their unique selling points, and determine the best way to visually communicate these to their audience.
I've been inspired by role models in the industry who take a similar holistic approach. As a solopreneur, I've found that embracing these multiple roles not only enhances the value I provide to clients but also allows me to offer a more complete and effective service.
This multifaceted approach ultimately leads to better outcomes - designs that not only look good but also effectively achieve the client's business objectives.
-TR
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