I just finished designing a new logo for Ben and Holly Jason of Living Solar- formerly Sustainable Living Technologies. I’m really really pleased with this I.D. It seems like many logos you bump into for a solar company, or business include the sun. While that’s an obvious symbol for solar, it’s also very overdone. The challenge here was to develop a logo that is memorable, and different. When Holly told me that she has always thought of a frog as a great mascot as they are incredibly sensitive to their environment and solar energy clearly has its perks when it comes to protecting the environment. It made so much sense. Ok forget that frogs are also sensitive to dry heat and the more literal problems with a frog representing a solar company. It’s a risk image, but a memorable and fun one. I believe one that will work.

But really this brings me to the bigger issue of what a logo should be or do. I know I have written on this before. It’s a big thing for me, because you often see logos that are trying to do too much. It does not have to include everything that a business does. It really just needs to trigger an emotional response. This little frog guy does that for me. It makes me curious, want to know more, smile and think about solar technology and its impact on the world.

I think that’s a good thing.