Center for Integrative Education

YOUR CORNERSTONE IS VITAL!

By Deborah L. Daily

Your logo, like a cornerstone, is hewn in a definite shape for a special purpose – to create a memorable identity depicting your organization values and reputation. In addition, your logo, like a cornerstone, unites two intersecting walls – your organization's identity with your products and services.

Whether you’re in start-up mode or in rebranding mode, ask yourself the following questions before starting a logo project:

Does your current logo (if you have one) have any residual value? What works and what doesn’t? There may some elements worth keeping.

2.		What’s the long-term future for your organization? Will you have multiple divisions or product lines? Do you need to consider having a family of logos all tied to the parent organization for enhanced branding and recognition?
3.		Will your organization be involved in multi-national communications? Different symbols across cultural borders may mean different things.
4.		Are there any legal implications to the organization name and/or logo? Have you considered hiring an attorney to research intellectual property rights, patents or trademarks?

Remember, good logo design is original, distinctive, legible, simple, and memorable. You should be able to easily use your logo in all types of media – whether it’s embroidery, vinyl, black and white, color, or vehicle signage! Since your logo is your cornerstone, it should appear on everything – a simple yet effective branding technique.

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