e world. The new globe is three-dimensional, representing the expanding breadth and depth of services that the new AT&T family of companies provides to customers, as well as its global presence."

" Transparency was added to the globe to represent clarity and vision. Lowercase type is now used for the "AT&T" characters because it projects a more welcoming and accessible image."

It is all well

If you have been on eBay lately you may have discovered the large number of pieces of toast for sale that "miraculously" bear the image of everyone from Jesus to Michael Jackson. This phenomenon is not new. Over the years, late night comedians have had guests with presidential potato chip portraits and vegetables shaped like Buddha. If you think about it, haven’t we all seen a little bit more than the obvious in our food or in the clouds? I grew up with wood paneling in my bedroom and I had a number of faces and animals that hid within the wood grain. But when all is said and done, should we really get that excited when Mother Teresa appears in a cinnamon bun? After all, aren’t people reading a little too much into things by declaring this a miracle and encouraging people to make a pilgrimage to see it?

Much like these over exaggerated interpretations, corporate logos are often designed to represent much more than their surface appearance. Throughout my career, I have been involved in a number of logo design projects. During the process, the company’s leaders give a list of attributes they wish the logo to convey. The design team then spends long hours trying to find the right iconic imagery, type treatment, and colors which send the proper message. Every detail is scrutinized and in the end the perfect logo is unveiled to the public with much fanfare. When the "New" AT&T unveiled its logo, the press release described the re-branding like this:

"The revitalized mark symbolizes these attributes — innovation, integrity, quality, reliability and unsurpassed customer care."

" The new logo reinvigorates the AT&T globe — one of the most recognized corporate symbols in the world. The new globe is three-dimensional, representing the expanding breadth and depth of services that the new AT&T family of companies provides to customers, as well as its global presence."

" Transparency was added to the globe to represent clarity and vision. Lowercase type is now used for the "AT&T" characters because it projects a more welcoming and accessible image."

It is all well a

he clouds? I grew up with wood paneling in my bedroom and I had a number of faces and animals that hid within the wood grain. But when all is said and done, should we really get that excited when Mother Teresa appears in a cinnamon bun? After all, aren’t people reading a little too much into things by declaring this a miracle and encouraging people to make a pilgrimage to see it?

Much like these over exaggerated interpretations, corporate logos are often designed to represent much more than their surface appearance. Throughout my career, I have been involved in a number of logo design projects. During the process, the company’s leaders give a list of attributes they wish the logo to convey. The design team then spends long hours trying to find the right iconic imagery, type treatment, and colors which send the proper message. Every detail is scrutinized and in the end the perfect logo is unveiled to the public with much fanfare. When the "New" AT&T unveiled its logo, the press release described the re-branding like this:

"The revitalized mark symbolizes these attributes — innovation, integrity, quality, reliability and unsurpassed customer care."

" The new logo reinvigorates the AT&T globe — one of the most recognized corporate symbols in the world. The new globe is three-dimensional, representing the expanding breadth and depth of services that the new AT&T family of companies provides to customers, as well as its global presence."

" Transparency was added to the globe to represent clarity and vision. Lowercase type is now used for the "AT&T" characters because it projects a more welcoming and accessible image."

It is all well

tions, corporate logos are often designed to represent much more than their surface appearance. Throughout my career, I have been involved in a number of logo design projects. During the process, the company’s leaders give a list of attributes they wish the logo to convey. The design team then spends long hours trying to find the right iconic imagery, type treatment, and colors which send the proper message. Every detail is scrutinized and in the end the perfect logo is unveiled to the public with much fanfare. When the "New" AT&T unveiled its logo, the press release described the re-branding like this:

"The revitalized mark symbolizes these attributes — innovation, integrity, quality, reliability and unsurpassed customer care."

" The new logo reinvigorates the AT&T globe — one of the most recognized corporate symbols in the world. The new globe is three-dimensional, representing the expanding breadth and depth of services that the new AT&T family of companies provides to customers, as well as its global presence."

" Transparency was added to the globe to represent clarity and vision. Lowercase type is now used for the "AT&T" characters because it projects a more welcoming and accessible image."

It is all well

tinized and in the end the perfect logo is unveiled to the public with much fanfare. When the "New" AT&T unveiled its logo, the press release described the re-branding like this:

"The revitalized mark symbolizes these attributes — innovation, integrity, quality, reliability and unsurpassed customer care."

" The new logo reinvigorates the AT&T globe — one of the most recognized corporate symbols in the world. The new globe is three-dimensional, representing the expanding breadth and depth of services that the new AT&T family of companies provides to customers, as well as its global presence."

" Transparency was added to the globe to represent clarity and vision. Lowercase type is now used for the "AT&T" characters because it projects a more welcoming and accessible image."

It is all well

e world. The new globe is three-dimensional, representing the expanding breadth and depth of services that the new AT&T family of companies provides to customers, as well as its global presence."

" Transparency was added to the globe to represent clarity and vision. Lowercase type is now used for the "AT&T" characters because it projects a more welcoming and accessible image."

It is all well and good to want to develop a logo which represents the attributes of a company, but the real question is will the employees, stake holders, and customers really see it. More importantly, if they do see the logo as representing those things, will the company live up to the logo’s promise or will it be just another marketing message which is undermined when someone interacts with the company and discovers a less than extraordinary experience.

While the proper logo is important, companies must remember a strong brand is more than just a good logo. The companies brand is a reflection of everything they say and do, both inside and outside the organization. Therefore proper brand development must go beyond the creation of visual identities and marketing materials. The entire organization must work to develop extraordinary experiences which create loyal internal and external advocates who are passionate about the organization.

Finally, we must remember that sometimes a logo is just a logo and a piece of toast is just a piece of toast. But for those of you who disagree, there is a french-fry shaped like the NIKE logo on sale right now on eBay.