The Liner Effect

 

By Carole Guevin

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 design with no *name* attached to it. So
when is the use of a liner relevant?

A logo design 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 design. (Discussing non-efficient ones could be the
subject of a later article.)

Here are a few potential difficulties when designing a logo design:

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 design they only want to
improve upon preventing an optimization of their corporate identity.

A logo design 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 design stand out and pike audience curiosity. Keep in
mind, that a logo design 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 design is displayed. So if
you are building an identity portfolio make sure to display the logo design
and in a context example.
A fictional example

This client is an environmental services company. The initial logo design
research leads towards 2 choices for the chromatic palette: blue for
purity or green for life. Then the logo design 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
superseding the company signature/logo design. The liner is used to expand
on the limiting meaning of the logo design and often is part of a marketing
strategy.

Why? Because words transport a message intrinsically! Words can
define, sharpen, focus, evoke whereas the logo design 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 design acts as the
authenticating *seal* for a company products/services in all
communication related documents.

Back to our example: the factious name is *Berger Consulting Inc.*
which sports a brand new blue fonts logo design. 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 design 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 design 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 dictionary in reference to the
verb *tend*:

1. To provide care and treatment;
2. To oversee the operations or running of something;
3. To manage or mind;
4. To move or direct one's course in a specified direction;
5. 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 design and within the right context for the right audience. 

 

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