Maybe un till should have a logo

There’s a beautiful simplicity to a good logo. Or, for that matter, call it a brand or a seal. I like the thought of looking at a symbol and immediately seeing a story. They are open for interpretation, but powerful nonetheless. Our forbearers would see the seal from the king’s signet ring, or the hide-burns of a particular cowboy, and images, weight and emotion would meet you. These days, mighty corporations have mastered the power of the seal. You know you made it as a company when your company name does not even need to appear on the logo. Think of the Nike Swoosh on Cristiano Ronaldo’s cleats, or the glowing apple cutout on the other side of my screen.

Perhaps my favorite prominent display of brands is sports logos. They represent not just a franchise but also a city, a university or an attitude.  The best part is that it’s usually a combination of letters and colors that get people riled up. A white “n” and “y” overlapping a navy blue field makes a statement. In our civilized age where we celebrate our diversity and accept everyone else as fellow citizens, sports remain an outlet for our tribal tendencies. We wear our colors and paint our faces as cheer on our strongest champions as they wage battle against the tribe from another city.

Of course, the most prominent logo in the past months has been the Barack Obama “O.” The first time I saw it, I knew it was genius. It’s a modern day signet ring for the man who will be “the leader of the free world.” It inspires Obama’s emotions of change and hope without compromising patriotism and strength. Regardless of your politics, you’ve got to admire the marketing. The New York Times has a great interview with the man who created the “O.” I find particularly interesting his reflection on how they tried to avoid the candidate being “branded, in the sense of having an identity imposed on a candidate.”

Finally, I have to give a shout out to logos that start a conversation. My church has adopted what has been lovingly dubbed “the flaming pomegranate,” which Ben designed. I was living with him when he first drafted the pomegranate, and I saw it take several forms before there was a finished product. It is a less obvious brand then, say, a cross, or a more common church symbol such as a lion lying down with a lamb. However, I think this is a good thing. When people ask what it means, I get to explain how the pomegranate was an ancient church symbol for the Resurrection. Moreover, since a pomegranate has seemingly countless seeds packed in one fruit, it is also a symbol of church unity. Perhaps it is does not have the mass market potential as the “O” or the Swoosh, but in starting a conversation, it better helps fulfill the purpose of the church.

What do you think of logos? Do they “impose an identity” on the product/team/candidate? Do you have a favorite?