BARQ & A

Posted By: JLL

We are considering adding an icon to our logo. What are your thoughts on this? If you choose to include an icon, do you have to use it all the time or can it be added only on certain things?

BARQ’s response:

There are lots of successful brands that use an icon with the logotype, and have variations of logotype without it. But first you need to answer why you’d want to add an icon.

If you have built a strong, recognizable image/brand with your logotype/name, for what reason would you need to add an icon? There are good reasons, but fashion and fad are NOT good ones. A logo icon usually communicates or reinforces to the market something about your company that is not readily communicated with the logotype alone.

Don’t mess with success when it comes to logos and logotype. And, if a change is necessary, you may want to start over with a brand assessment — big change is sometimes required when big change needs to be communicated.

BARQ
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