Rationale for my logo

It's said that all good jokes are rooted in the truth. Same goes for advertising, promotions, displays and logos.

A good logo can represent the goals and aspirations of a person or company, recall a long history or . It can be symbolic, illustrative and/or typographic, seemingly plain or highly detailed, soft or hard and a myriad other forms. It ought to tell a story, be unique and register some connection in the mind of the reader to its owner.

Maybe you'll see what I see... or my justification can merely be personal after-the-fact observations. Comments are appreciated.

This latest logo is meant to represent several things about me, my business and my passions:

Business connections – There are many elements to successful businesses and for promoting those businesses, many job functions and many ways of doing the job. I see my role (the red dot) as part of the overall effort in the swirl of activity. I'm certainly not the central character but fit in with the flow of things.

A passion for flying hang gliders – The symbol represents an overhead view of a thermal, a rising column of air that I take advantage of to gain altitude - often to thousands of feet above the ground- to extend a flight and travel cross-country.

A passion for astronomy – This mark fancifully represents our Milky Way, a spiral galaxy with several arms and billions of stars.

Blue is for the deep color of the sky.

Red is for my outgoing personality. Red also indicates heat... when your project is hot and the deadline short, I pour on the coals.

The mark is on a white background for clarity of thought. The high contrast shows my desire for readability and clearness in the message to the audience.

Admittedly, some of these rationales are a bit of a stretch and probably elicited a smile or two, but they should allude to some of the many considerations that go into a logo. And I haven't even touched on the type style I chose.

Now, what does your logo say about you and your business?

What impression do you want to leave with your customers?

Call 847-640-0171 for a personal consultation.

Birren Design Company
Shooting for the stars

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This page last written up on February 5, 2008