Summary:
Most companies try to summarize with more or less success their uniqueness by having a logotype designed which will more often than not, include the *name* of the company. Only a few are able to brand their company on an icon style logo with no *name* attached to it. So when is the use of a liner relevant?
:: The liner effect
Most companies try to summarize with more or less success their uniqueness by having a logotype designed which will more often than not, include the *name* of the company. Only a few are able to brand their company on an icon style logo with no *name* attached to it. So when is the use of a liner relevant?
A logo by definition is designed to be a unique signature differentiating, positioning and promoting a company. The most efficient are those who encompass the individuality, the personality of an entity. In this article let's only consider the perspective of a well-designed logo. (Discussing non-efficient ones could be the subject of a later article.)
Here are a few potential difficulties when designing a logo:
The company offers too many services that are hard to interrelate together.
Ex: manufacturing household goods, construction site rental equipment and airplane parts as well as financial services to help business cover the costs of long-term rental of equipment.
Products are too different.
Ex: electronic parts from microwaves and satellites.
Industry they are involved with is too complex.
Ex: steel manufacturer with some products for commercial buildings and others are for intelligence surveillance installations.
Simplifying process proves impossible.
Ex: either because the *name* of the company is that of a person (McCoy & Ass.) or group of persons (McCoy, Tristan, Green); or the *name* is a geographic location (Taiwan Instruments) and the company operates in many different locations around the world; the *name* is an acronym (DMZ Inc.) or an acronym with a defining name (DMZ Foods Inc.)
Mandate received from client comprises of too many restrictions.
Ex: the designer needs to produce exactly what the company is seeing themselves to be or they already have a logo they only want to improve upon preventing an optimization of their corporate identity.
A logo translates and interprets in a visual design, an identity; in the best of cases, synthesize what overall, the company is about by using a chromatic palette (colors), fonts and/or geometric forms.
Simplicity is a key factor for creating a striking visual rendition that will make the logo stand out and pike audience curiosity. Keep in mind, that a logo is best understood within *context*. For example, when reviewing a designer portfolio - sometimes signatures are displayed as stand alone designs. Often times, as a viewer or potential client we might be left unimpressed. Why is that?
Because the *context* for which the signature was designed is missing. The *context* pertains to documents, packaging, signage, billboards, advertising, posters, website upon which the logo is displayed. So if you are building an identity portfolio make sure to display the logo and in a context example.
A fictional example
This client is an environmental services company. The initial logo research leads towards 2 choices for the chromatic palette: blue for purity or green for life. Then the logo will incorporate the particular field of environmental activities that business is involved in. Then, while preparing the marketing collaterals it is insured that recycled papers and biodegradable inks are used; the company is a *walk the talk* and impresses their dedication towards environmental issues.
Let's pretend that they are presently offering engineering consulting services for cleaning up chemical spill sites in rivers near farmland. Planned is an expansion into high seas oil tankers spills. Also, they are a privately owned company and their name happens to be a family name worn by several thousands other individuals. Keeping in mind all these prerequisites - this is when the *liner* effect becomes relevant as a powerful communication tool. Why is that?
A *liner* is (usually) a very short sentence that finetunes and sharpens focus on *what* the company message, objective, industry, mission, vision is about; bottom line, what the company wishes its audience to know foremost about itself. The intent of the liner is equivalent to being a top priority message - sometimes equal or superceeding the company signature/logo. The liner is used to expand on the limiting meaning of the logo and often is part of a marketing strategy.
Why? Because words transport a message intrinsically! Words can define, sharpen, focus, evoke whereas the logo is likened to be the company *stamp*: the rallying symbol either internally and externally. We can draw a parallel between the *seal* that in the Middle-Ages important people used to authenticate documents. In those days, it was often a ring that was dipped into hot wax and applied to a document – the seal became *proof* of authenticity. So the logo acts as the authenticating *seal* for a company products/services in all communication related documents.
Back to our example: the fictious name is *Berger Consulting Inc.* which sports a brand new blue fonts logo. A liner used in this context would eliminate a lot of potential confusion between other similarly named companies (Berger & Ass.; Berger Foods; etc). The liner is the bridge between the logo and the intended audience.
In this particular case, what set of words could become a liner for Berger Consulting Inc.? Let’s review some items to take into account:
Company is privately and family owned.
They are active in the environmental industry.
They specialize in engineering consulting services.
Their field of expertise is chemical spill sites in rivers near farmlands (with an intended expansion in high-sea oil spills).
Their logo palette is blue for purity and font based.
Their name is Berger .
Creative thinking is simple thinking. If you need to make a thinking effort while reading the liner -it's only fair to conclude that the objective was… not met. Usage of direct first level meaning to map out the liner concept is the best. Remember that the role of the liner is to generate instant meaning.
By researching the *significance* of the name – in this case Berger = shepherd. The strict literal first meaning of Berger is that of a shepherd; a shepherd tends sheep.
Follows definitions right out of the dictionnary in reference to the verb *tend*:
- To provide care and treatment;
- To oversee the operations or running of something;
- To manage or mind;
- To move or direct one’s course in a specified direction;
- To pay attention or to apply oneself;
So right here are important words associated with actions that gives deep significance to the company name and can be incorporated into the liner.
Can we apply these to their business activities? Sure. The liner could be: *Berger Consulting inc. Managing responsible care* but that might sound like a hospital management care system company. So care in that sense - refers symbolically to health related problems - though spills can create health problems but Berger is in the business of devising and managing *cleaning up* plans.
Another one could be: *Berger Consulting Inc. Because we care*. Ah, that is already better - they care about the environment, they care about the farmlands, they care about the people and *caring* has a sub-meaning that they are *responsible*. They act as leader, pointing in the right direction, etc. Figuring out what will be the best liner is both up to the agency to propose some and for the company to choose which.
In these days and age whereas branding a company becomes increasingly important, it is definitely good practice to use the *liner effect* with a strong dose of honesty and integrity sandwiched between a solid logo and within the right context for the right audience.
Originally published in Creative Behavior Magazine - June 2002