From the clothes we wear to the cars we drive, we ‘design’ our lives every minute of every day. Doing this consciously lets us create the life we desire. Successful brands know what they want, and they know how to get it. They design the future they want and create the process to reach it. At the heart of this process lies the logo. Without it, we would not recognise the brand, and we could not display our allegiance to it. The logo identifies and calls us to the brand dream. Our ancient ancestors used the same elements of colours and symbols to draw their visions on cave walls, and early languages were considered sacred. This time-proven tool has been honed by modern designers and is available to us all. A logo effectively holds the imprint of a business and conveniently straddles the world of our imagination and of our solid world of manifestation. Like visual ambassadors, logos deliver our dreams to the world so they might become reality. This book shows you how.

Auszug. � Genehmigter Nachdruck. Alle Rechte vorbehalten.

Identify Yourself

The Logo for Your Life

By Lora Starling

Balboa Press

Acknowledgments, vii, 
Introduction, ix, 
1. DESIGNING OUR DESIRES, 1, 
2. NEGOTIATING THE QUANTUM WORLD, 8, 
3. WHAT MAKES A LOGO SO POWERFUL?, 23, 
4. THE NAME, 32, 
5. THE SYMBOL, 49, 
6. THE COLOUR, 76, 
7. OPENING TO CREATIVITY, 83, 
8. BEING MORE CREATIVE, 95, 
9. BECOMING A VISIONARY, 104, 
10. THE BUSINESS OF TRUTH, 116, 
11. CONNECTING WITH THE DREAM, 124, 
12. ACHIEVING CLARITY BEFORE DESIGN, 130, 
13. THE VALUE OF EXPERTISE, 137, 
14. REVEALING THE VISION, 144, 
15. CONFIRMING THE POWER, 157, 
16. THE POWER OF DETAILS, 163, 
17. PROTECTING THE POWER THROUGH RITUAL, 173, 
18. NEW WAYS OF RUNNING BUSINESS, 181, 
19. THINKING DIFFERENTLY, 187, 
End notes, 197, 
Bibliography, 211,

CHAPTER 1

Designing our desires

'Paradigms power perception and perceptions power emotions. Most emotions are responses to perception — what you think is true about a given situation. If your perception is false, then your emotional response to it will be false too. So check your perceptions, and beyond that check the truthfulness of your paradigms — what you believe. Just because you believe something firmly doesn't make it true. Be willing to reexamine what you believe' WM PAUL YOUNG

Successful business owners get what they want. They have learned to finetune and manage an ancient process of design and communication that has helped them realise their dreams. This process is called branding, and the logo is the beating heart of all branding.

The power of logos, as with other symbols, is their ability to straddle the conscious and unconscious as a physical representation of an abstract concept. Artists, shamans and designers trawl the dream world for inspiration, to connect with the soul of an animal, an object or a business, and often the experience is expressed as art.

A logo created authentically with heart and feeling, backed by a clear intention, can inspire us to create better lives for ourselves, our business and our communities.

According to Rita Clifton, the CEO of Interbrand, a brand is: 'a mixture of tangible and intangible attributes, symbolised in a trademark, which, if properly managed, creates influence and generates value. Brands are the ultimate accountable institution. If people fall out of love with your brand, you go out of business.' This result seems perfectly understandable, so it's essential that people continue to desire or feel affection for your brand.

A logo does far more than simply identify a business or crown a brand, it identifies a host of values that have been selected to resonate with our desires. It expresses the heart of the brand, the bit we love, that we want to be seen with. A great part of the success of a brand is around a good feeling, or range of feelings. And when we glimpse the logo, we will experience an emotional tug if the brand marketers have done their job. When, over a long period, a logo triggers feelings of familiarity and wellbeing we choose it quickly over a competitor's product. Most of us don't have the time or inclination to review the pros and cons of everything we buy, and a logo triggers information that we respond to in an instant.

Our world is inundated with competitive products. Some, such as food, clothing and shelter, we need for our survival; some, such as technology and transport, make our lives easier, and some we just desire. But if our stomachs, closets and houses are full, then how do producers encourage us to buy more? They bypass our needs and appeal to our feelings. Sometimes they are even able to persuade us that we desire things we had never imagined we did. A fear of poverty, lack of friends, grey sheets or smelly breath can be banished if we try that new brand. It's an interesting fact that most people don't need deodorants, but the fear of a potentially embarrassing situation is instilled in us as teenagers, which we carry throughout our lives, to the joy and profit of the pharmaceutical companies.

Brands appeal to our egos, our fears and desires. Our clothes and our teeth can be whiter, our bodies slimmer and browner and our cars sleeker and faster, or rugged and chunky, depending on what we want. Because, after all, 'we are worth it'.

The dream of all brands is to control our perception. Physically there is little difference between various soft drinks, cereals or cars and few of us are skilled in interpreting scientifically sounding ingredients or complex specifications. One brand succeeds above another by aggressively exploiting our human emotions - fear, greed, envy and ambition. We want to feel good right now and part of that is in the promise delivered via brands. But how can a particular brand of chocolate or ice cream make us sexier over and above its competitors? How can a different brand of alcohol promise romance over party fever? How can pens, shoes, handbags, cars and a multitude of other things make such different promises of fulfilment? We now buy products for promises of happiness, beauty, friendship and acceptance. Coca-Cola's purpose, for example, is not about selling the best or tastiest drink, but to create significant positive change in the world to make it a better place. Their mission statement includes the lines: 'to refresh the world ... to inspire moments of optimism ... to create value and make a difference everywhere we engage.' They are appealing to what we really want, not simply quenching our thirst, they know we want to imagine a better place where we can be happy.

Even when the ingredients are identical we pay much more for a brand. We pay up to 15 times more for Nurofen rather than generic ibuprofen. Both contain the same drug yet the former appeals to our needs more, and those needs are not simply to heal a headache, backache or cramps, we want to feel better and cared for too.

It is our attached emotions that make one brand feel different from a similar one. Is it a prestigious brand or one that's warm and comfortable? Does it deliver a single solution or invite participation? If we get these 'feelings' right we have a better chance of matching a logo.

'Even as they evolved, symbols never stopped being tools. The suggestion of a human hand on a cave wall, a nation's flag, even a Rothko — each is a powerful mental heuristic designed to conjure a particular emotion, a memory, an idea. Rather than directly changing the world around us, symbols change the way we perceive it. They extend not our bodies, but our minds. ' FERRIS JABR, 'HUNTING FOR THE ORIGINS OF HUMAN THOUGHT,' NEW YORK TIMES,

Even the copy within advertisements, including the way in which a product is described, will be carefully chosen to appeal to our emotions. Before it was available in the shops, the Apple iPhone was described not as rectangular, or pocket-sized, but as the same size as a bar of chocolate much more delicious and desirable. A UK brand face cream is labelled as 'hydro quench, day sorbet'. Luxury skin care brand La Mer uses 'miracle broth' and 'liquid energy'.

Big businesses spend millions so that their logo will make people feel good and want to be associated with it. This holds the brand to a certain level of accountability, the logo is a signature of authenticity reminding us of, and guaranteeing, the brand promise. But if this promise is broken, the response to the...

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