What Makes A Great Mark
Recently, a long-term client underwent some leadership changes. In a conversation with their new leader, I realized just how differently many marketing professionals think about branding compared to me. So differently, in fact, that I felt the urge to clarify my own thoughts. (You never really know what you think until you write it down.)
Our discussion centered on a logo, specifically. Obviously, a logo is just one part of branding, but an important one. But that’s another post for another time. So, here’s my take.
A logo shouldn’t tell your whole story; it should be your silhouette.
Silhouettes become iconic for very specific reasons. (I fully admit I still have to double-check the spelling of “silhouette” every time I type it.) Look at the world’s most recognizable logos out of context. They are almost comically unrelated to the companies behind them. Three things to keep in mind:
- A swoosh isn’t a shoe.
- A bitten apple isn’t a computer.
- A mermaid has never brewed a cup of coffee in her life.
In their early days, you can practically hear someone in a meeting saying, “What does this have to do with what we make?” And honestly? Nothing. Nothing at all.
And that’s exactly why they work.
The power of these marks never came from literal meaning; it came from what surrounded them: distinctiveness, consistency, repetition, and the kind of brand storytelling that turns a simple shape into an unmistakable presence.
Nike’s swoosh is remarkable because it’s bold, effortless, and different from anything else in its category at the time. Apple’s logo is memorable because it’s clean, unexpected, and instantly recognizable in any form, at any size. Over the years, these marks became iconic because the brands behind them kept showing up with clarity, creativity, and discipline. The logos didn’t describe the companies. The companies defined the logos.
That’s the part most people overlook: a logo isn’t supposed to carry the full weight of your identity. It’s not your biography or your mission statement. It’s your silhouette. The shape people recognize first. The thing that makes someone say, “Oh, that’s them,” before they’ve even processed the name.
So, what should a logo focus on?
It should be distinctive enough that no one confuses you with someone else.
Simple enough to survive at the size of a thumbnail or blown up on a billboard.
Flexible enough to live anywhere your brand needs to live: digital, print, motion, product, you name it.
And supported well enough through messaging, design, storytelling, and experience that over time, it becomes inseparable from what you stand for.
Logos don’t become iconic because they explain. They become iconic because they endure.
They’re carried by great products, strong voices, consistent experiences, talented teams, and years of showing up the same way, over and over again.
Nike didn’t need a shoe in the logo for you to know it was Nike.
Apple didn’t need a computer in theirs for you to know it was Apple.
Starbucks didn’t need a cup of coffee in theirs for you to know it was Starbucks.
Your logo doesn’t need to describe you. It just needs the potential to become yours.
The story will take care of the rest.
Michael is the Creative Director and co-founder of FoxFuel Creative. He loves British music, vintage German cars, and American history, and his sarcasm knows no bounds. #DreamBig
