What’s in a logo?

Did you see that Southwest Airlines is changing their logo?

Yes, indeed they are. And I like what they’ve done. You can read more about it here.

If you have ever been a frequent flyer, you have to appreciate what Southwest has done for both fares and care in an industry that for the most part treats their customers like personal ATM machines. Southwest has always had a heart for their customers and crew. For the 41 years Southwest has been in business this tone has been in place, originally put there by founders Rollin kind and Herb Kelleher with this idea:

 If you get your passengers to their destinations when they want to get there, on time, at the lowest possible fares, and make darn sure they have a good time doing it, people will fly your airline.

Profitable for 41 years, I think there are right. In fact they have reformed the airline industry a number of times.

Their new logo is a symbol of the company and the love they have for their staff and customers.

How does that help you and your business?

There’s a couple of points to note here.

First, that it took Southwest 43 years to recognize they didn’t have a logo other than their name. This goes to show that you should not get held up on the perfect log design. Just start with your company name (or your own name if you’d like) and get busy helping people (ahem, your clients) solve their challenges and stopping their pain.

Second, the best logos have meaning. Not a philosophical meaning. But a symbol of your company, what it stands for, what it does for people, or how it operates. Southwest nailed all three of these it it’s simple design. Sure the Nike swoosh was just a design until it was marketed with millions of dollars over decades. But, today it is one of the most recognizable logos in the world.

When creating a logo, there are a few things to keep in mind as well. First, it has to be simple. Your logo will b shown in all different sizes from very small, think of the “favicon” image on the your browser tab, to the banner on your website. Also, consider that Google, YouTube, Facebook, Twitter, and Pinterest all have different size and shape requirements. Again, Southwest’s logo will look good in all these places.

The bottom line here is that you will need a logo that is simple and represents your company well AND that you do not need your perfect logo to start your business. Start with something and get busy building your client base. Then refine it when you have a chance.

I’d love to hear about your logo. How did you come up with it and has it changed over time? Comment below.

Dedicated to moving you and your business forward….ever forward!

Art Remnet - The Strategic Marketing Group


PS – Did you know there are free business resources available to you at the Local Small Business Academy? Go check them out.  But be careful, you may find just what you’re looking for.







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