I got great comments on my last post when I asked readers to guess what the mission was of the company whose logo I featured. For one thing, no one got it right based on the graphics. Second, the response was that even after readers went to the website, they still didn’t understand what the business was about. Now that’s a problem.

Your logo needs to communicate what you do and what your brand experience will be. In addition, it should also attract attention and the desire to go deeper for exploration, explanation and relationship building. A good logo will create that for the viewer.

Here are a few logos I think are exceptional. You immediately get a feeling or a knowing about the business simply by the visual/emotional response you have to the graphic design.

A friend of mine pointed out this website (left) to me a few years ago. Before you click on this link, take a moment to consider what feeling you have as you look at the image. What do you think this logo is in support of?

And if you came across this beautifully designed packaging (below) by Louise Fili, what experience do you think you’d have with the product?

These are two examples of brilliantly executed graphic design. One is for a small business (lynda.com), the other for a national brand.

Sometimes, even in spite of budget, the big guys get it laughably wrong. When UPS came out with their makeover a few years ago, I groaned. Until I read a snarky review of it that underscored my negative impression. Then I laughed conspiratorially. Below are the old logo – which I loved – and the new one which feels so generic. In a review of several companies makeovers, they referred to the UPS one as “the golden combover.” Says it all, eh?

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