About LogoQuest

The term logo (or correctly, logotype) is now widely used to refer to any mark adopted by an organisation as its unique 'signature' and it is the term I will use to describe any such mark, whether type-based or purely iconic, or a combination of both.

Simplicity; legibility; singularity- are the key demands of a great logo; a visual statement which informs precisely and in an easily remembered fashion, an organisation's character and dynamic.

However, and often overlooked, is the fact that a logo must be viewed as intrinsically part of marketing strategy, in both short and long term planning. It is the one unifying factor of all promotional and distributive operations, throughout constantly changing marketing situations.

Therefore it follows that a logo design should in some way reflect the business environment in which its sponsor competes as well as depicting the essence of the sponsor's personality, what they stand for or what they do.

The design must not date within the foreseeable future and so fashionable clichés must be avoided.* It should be functional and work at any size, be easily reproduced over a wide range of media, be effective in black & white as well as in colour and have impact even at levels of low attention. In many instances the design may be strongly influenced by reproduction methods, e.g. woven, enamelled or moulded.

So far I have talked about designing from scratch, but an equally important facet is the logo revamp; perhaps the most exacting design exercise of all in terms of maintaining visual continuity and market presence: examples of this process is the evolution of the Shell symbol, from its original form through to the present day and the many modifications over the years to the famous Swan Vesta match box cover.

LogoQuest is the title under which I carry out my design operation and as I have linked the design process explicitly with the realities of the market place, I have provided a comprehensive questionnaire for a potential client to complete and which will be used as a basis for further research into their particular competitive business environment, should my services be retained.

John Harding

*In the case of one off short term programmes, such as international sporting events, exhibitions, shows and concerts, fashionableness may be acceptable and even desirable.