Corporate Identity plays a key role in brand messaging. A logo acts as the focal point for brand identification. Even apart from the strategy, advertising or other aspects of the message about a brand, the logo is an ambassador. When people see the three-pointed Mercedes star, they don’t need to see a name to identify with the company. The same goes for the Apple logo, the Nike swoosh, and other symbols. Used consistently, over many years, with few changes, a good logo continues to gain recognition and acceptance. And, as always, consistency counts. The best logos go through little, if any, change over many decades.

George Pytlik has been designing world-class logos since 1979. He’s pleased that most of them continue to be used without changes since their initial design. Here are a few.

Clearpoint

This company provides environmental services related to the cleaning of waste products. The logo needed to express visually the company’s emphasis on an outcome of pure water.

Mercury Scheduling

Mercury Scheduling developed sophisticated crew scheduling software for the airline industry. Association with both computer technology and aviation was obvious, but there was a desire to avoid making the logo look too “technical.” The result is a logo formed from aviator wings inside the shape of a computer screen.

Jansen Technologies

The Jansen logo was simple in concept, but challenging to create. Square blocks, representing computer pixels, tend to become jaggy when placed at an angle. It was important to use a precise 45-degree angle to minimize this impact. The pixels become spaced more widely to create the feeling of a checkmark.

Prenor Trust

Prenor Trust, a national trust company with offices across Canada, needed an identity that would reflect its leadership position. The logo concept was born from playing with a piece of paper currency. Folding it in a rectangular shape, as if placed around a brick, and then looking at it in just the right angle, created a natural “P” shape in the gap. This became the impetus for the logo design, which was eventually made into a fountain sculpture at the company’s head office.

Trinity Western University

This university initially sought a traditional crest-like logo such as those used by Yale, Harvard, and many other universities. In working on the logo, it was felt that something slightly more contemporary would make sense. Knowledge can be thought of as a flame that is passed from person to person, generation after generation, burning brightest within those who seek it. This became the foundation for the new logo.

Resortship

Resortship structured shared ownership of yachts. Similar to a time share, the owners would book their usage of these multi-million dollar ships while the company looked after the administration and maintenance. The logo, with elegant sophisticated lines, suggests waves of the sea.

Liberty Capital

Six years before the US Postal Service adopted its modern eagle head motif, this logo was developed for the mortgage investment company Liberty Capital. The company’s branding was structured around the concept of financial freedom. It was felt that the proud bald eagle best exemplified the idea of freedom.

Quickseal

This company develops sealing solution for automated mailing machines. Quickseal creates a faster, more secure seal than water alone, a critical factor when mailing mass numbers of confidential envelopes in automated systems that need strong seals within microseconds. The logo is structured on the idea of a wax seal used in ancient times as a way to secure envelopes against tampering.

Abba Counseling

Abba Counseling is a counseling firm. This logo, art directed by David Kerr, was based on the concept that counseling can reveal the inner self which is often hidden by the outward face we present to the world.

First Steps Preschool

This preschool wanted a clean, professional corporate identity that stood out from the pack. This logo uses bright primary colors suggesting the fun that children have when learning to discover their capabilities. They often express themselves most completely when playing with finger paints. Thus, it seemed natural to use impressions like handprints or footprints to create some of the letters.

Jensen Interlock

Jensen Interlock coordinates shipping between two parties. It seemed natural to try and create the two letters, J and I, by incorporating the use of a person acting as the central point of the symbol.

Jump Systems

Jump Systems built customized hardware and software combinations to suit specialized needs for various industries. The name was designed to suggest a quantum jump forward. Company sales increased by 300% within the first year and a half after the new corporate identity was launched.

Michael Horner Speaks Out

Michael Horner is a dynamic Christian speaker associated with an organization called Power to Change. The symbol reflects the Christian faith by creating a cross out of an exclamation mark combined with quotation marks. After playing with various real fonts, the final logo was created by drawing the quotation marks by hand, as none of the existing fonts were quite right.

Tenderheart Music

This music label wanted a logo which clearly reflected the idea of a heart being treated with care and tenderness. A number of existing logos already showed two hands forming a heart, or in some cases cradling a heart shape in the palms, so the logo had to be different from those approaches. Using a single hand proved quite challenging, but ultimately effective.

Waterscene

Waterscene supplies components and information to the landscaping industry, focused on water features. These include waterfalls, ponds and streams for back yards and corporate foyers. The logo creates the letter W out of the shape of a waterfall, leading into a stream.

Mustard Seed Investments

This company was named after the mustard seed, mentioned in the Bible as being among the smallest of all seeds but growing into a significant tree-like bush. The logo creates the letter M out of the hole formed within the blue and gold shapes which are based on the concept of a gold brick being poured from molten gold. Edges of the symbol are shaped like wheat kernels to further emphasize the “seed-like” element of the company name.

Golden Aria

Golden Aria is a public company with an emphasis on environmentally-sensitive energy production. The circular shape creating the bar in the A is designed to emphasize a continuous source of energy.

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