The logo of a group or business is for customers what a glass filled with water is to a thirsty individual. Just ask a countryman who’s recently been impacted by a violent earthquake when they see the American Red Cross logo on a vehicle bringing them relief supplies. Just for a moment, think of a small child hurriedly running down the sidewalk looking for the nearest house with a Neighborhood Watch logo posted in the window as the truck with a creepy man slows to follow. Perhaps the confidence an accident victim feels when seeing the universal Doctor’s symbol on the smock of the emergency medical technician coming to their aid is enough to convey the point of my post.
One could argue that having a logo designed for your group, club, organization or loose knit affiliation is a bit much for a group starting out. I would argue that there’s no time like the present to begin designing and conferring with your partners or community on what symbol, image or logo design to use.
When designing your logo, think about the community that has already loosely formed and what it is that brings you together (your thesis/purpose.) Next, decide what best represents that thesis and illicits the feelings evoked by being part of and in the community that is beginning to form.
Logos are what a community identifies itself by. When I hear somebody mention AT&T, Verizon, Motorola, Target, United Airlines, Nike, Internet Explorer, etc…their logos immediately come into my mind’s eye. Mental videos replay of their television commercials or experiences I’ve had with the services or products are instantaneously recalled. This phenomena is what I would call “Identity Cement” …the icon or glue that with one look or hearing of the name conveys the message to the viewer “ah hah, I’ve found what I’m looking for.”
Don’t wait to begin thinking about your logo design and colors. Sure, it will be something that you can use for merchandising in your future, but until then, it will be the flag that helps your community champions convey or cement in the minds of potential customers/converts, the purpose or meaning of your message, product or service . Creating your logo is a critical step in branding your company/community. Without a quality logo, you’re going to have a fairly unexciting business card, Twitter or Facebook Avatar, Web Site, and a myriad of other tools that help cement your identity.