A picture may be worth a thousand words, but a great logo can be worth thousands … or even millions … of dollars as the visual embodiment and “face” of a brand. Classic examples are the Nike swooshes, the swirling red font of Coca-Cola and the stalwart blue initials of IBM.

Werth’s logos not only help clients stand out in a cluttered communications landscape, but they’ve also been recognized for industry excellence. Three logos Werth designed will be published in the LogoLounge Master Library Series, Volume 3, Shapes & Symbols, which features exemplary logo design work from around the world.

This volume of the LogoLounge Master Library won’t be available until 2011, but we’re happy to give you a sneak peek, along with our analysis of why these logos stand out.

An elegant logo design may appear deceptively simple. However, effective design requires a multi-layered discovery and development process involving several prototype designs and refinements. At every stage, logos are evaluated for their ability to meet several goals:

1. Clearly identify the company and express its vision
2. Appeal to the target market
3. Differentiate the company from competitors
4. Be aesthetically appealing
5. Be memorable and stand the test of time

These three logos were developed for Columbus-based technology companies that needed new identities to help them stand out from their competitors. These are all combination marks with icons and type treatments that are clean and scalable for the Web. The icons are interesting shapes that can stand alone, while the integrated text is clean and contemporary.

Infosaic Technologies is a full-scale Windows Web hosting and applications development company. Initially developed in a single dimension, the logo evolved into a three-dimensional design that delivers greater impact. The type and color choices push the contemporary feeling.

Best Light Video is a video production house that helps brands develop their online video presence. This more abstract mark takes its influence from the visible light spectrum. From Web to print to video, this logo needed to be adaptable to multiple platforms and has been translated into several variations.

Capital City Radio is an online radio station streaming out an eclectic mix of news, music and original programming. Through the discovery process, we learned the station wanted to focus heavily its Ohio location. As a result, we developed a representational mark, playfully using sound equalization levels to create the state of Ohio. The accompanying text is concise and provides supplemental clarity.

Contact Chief Creative Officer Ken Waldron at 614-224-8114 or kwaldron@paulwerth.com for a consultation about effective logo design for your organization.

Tags: Advertising Agencies in Ohio, brand strategy, Branding, Columbus Ohio Advertising, Columbus Ohio Advertising Agencies, Columbus Ohio Advertising Agency, creative strategy, Digital Communications