To most people, a logo is nothing but a nice or fancy graphic representation of a company, organization or brand. According to Wikipedia, a logo is (abbreviation of logotype, from Greek: λόγος, romanized: logos, lit.'word' and Greek: τύπος, romanized: typos, lit.'imprint') is a graphicmark, emblem, or symbol used to aid and promote public identification and recognition. It may be of an abstract or figurative design or include the text of the name it represents as in a wordmark.
A good logo is more than a "representation", it is a brand's "identity" and could be a brand's single most valuable asset. This "identity" should embodies the brand's vision, philosophy and beliefs. With that in mind, let us look at the current Thinking Divers logo, or what I like to call, the "Corporate Identity".
Below is the creative rationale of our logo explained:
Color: The predominant color used is red (black is actually a lack of color). Red represents passion; on this case it represents our passion for diving and our passion for doing it safely and properly.
Graphic: The lines is a vector representation of a diver with a DPV in proper trim. A vector is used instead of a silhouette or drawing because it is the simplest form of graphical representation. This simplicity represents the simplicity we use in configuration our equipment: simple yet functional; nothing is unnecessary and excessive. The lines are also fluid representation our ideology of a diver, emphasizing preference on finesse, skills and being in control over bravado and "breaking records". Last but not least is the horizontal trim of the diver, which represents the most efficient way a diver moves underwater. The DPV is included because it is the most efficient way to cover great distance under most normal circumstances.
Font: A simple and clean font is chose again for its simplicity but effective communication. There is no distracting fonts or typeset representing our emphasis on skillful means instead of being distracted by the latest gadgets on the market today. Black is used simply because it is the default color for words, symbolizing that we always "goes back to basic" whenever in doubt.
Detail: You will notice that there are 3 "i"s in "Thinking Divers" and the last 2 are connected by a red curvy line. The 3 "i"s represents 3 divers in a 3 men team which is the optimum number of members in a diving team, the the connection of the last 2 "i"s signifies an air-share between 2 divers, and the first "i"represents the third member of the team "guarding the exit" and or providing a reference point towards the exit since it is near the beginning of the 2 words.
Now that you understood what our logo means, will you look at other logos, or "Corporate Identity"in the same way?