Strategy to Logo – How Great Logos Are Created


Businesses seem to be fixated on creating and choosing the perfect logo.

I won’t argue that a beautiful, recognisable logo is super important to a brand’s identity. But in practicing the design methodology of zooming out we uncover that a good logo is simply the embodiment of clear messaging and assured strategic direction.

What is does it mean to zoom out?

Zooming in and Zooming out is a design-thinking methodology used to uncover insights. When designing we have to consider all stakeholders, from their micro-actions, to their macro environment. Take for example the service system that allows for less waste at a local supermarket. Zooming into the daily activities of a customer will uncover that a time poor, on-the-move millennial may stop by the supermarket on their way home from work, despite having left their reusable bag at home. Zooming out, to the buying/production line, the designer will note that there are left over fruit/vegetable boxes being un-utilised by the store. The designer will suggest putting the boxes at the exit of the store, solving the problem and providing a pain relieving touchpoint for the local grocer.

Here’s a nice video that shows how dramatically zooming in/out can change one’s perspective:

Strategy to Logo

The same concept should be considered when creating a logo. A logo shouldn’t be invented…. just because. Instead, the logo should be an element that embodies the overarching strategy of the company. My favorite example of this is Amazon’s logo, who’s tagline & strategy is “Everything from A to Z”.

Let’s see who can locate how this is reflected in their logo 😉

Amazon's Logo

If you got here from a social media post… the answer is *drumroll*

There are 4 hidden symbols that make up the Sydney 2000 Olympic logo:

  1. Boomerang: There are 3 boomerangs in the logo.
  2. Sydney Opera House: The blue part at the top is a depiction of the Sydney Opera House.
  3. Running Person: The yellow and orange parts of the logo put together make up a person running forward.
  4. A Kookaburra’s Head: All of the elements put together make up the head of a Kookaburra. The bottom part of the orange boomerang is the beak. The blue at the top are it’s head feathers. The yellow head of the runner is it’s eye.

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