In my 20 years of exposure to communication, I have found that I connect most highly with forms of visual communication; mainly because visual communication has the ability to communicate a message almost instantaneously while also being clear and concise. This is something I have found that I respond to more quickly, as opposed to digesting a published message or listening to a radio commercial, which I have found I am also less likely to remember in the long term. Also, visual communication resonates with me more profoundly because I am constantly on the move; I do not have the time to sit down and interpret the meaning of a printed publication or listen to an entire audio message. Visual communication is designed to communicate quickly and clearly, which is a great fit for me because I do not have time for much else.
For visual communication to be effective I feel there are a variety of essential tools, but one that rises above all others is the use of images. The image a company uses as their brand's logo can make or break the success of that product based on whether or not people understand that image. If an image is not culturally relevant or outdated, there is a high chance the message that is trying to be communicated will be lost on a certain number of people. On the other hand, if an image is relevant and easily identified, communication can reach many people easily, which ensures the message is being communicated successfully. Another benefit of using an image is that if that image is successful in conveying the message that specific brand, band, company, person, product, will be universally recognized regardless of the context.
When I think of companies, bands, people, or bands that have a strong media presence through visual communication, I automatically think of Nike. Their iconic symbol of the "swoosh" mark brings to mind all the commercials I have seen for their products as well as their slogan "Just Do It". One simple logo brings to mind images of people competing in sports, training, sweating; everything the brand is because they have promoted their logo so successfully. A second company that has established a prominent reputation using an image is Apple, conveniently using an apple as their logo; when I see the Apple logo, I instantly think of the company's line of iPhone's, iPod's, iPad's, music software and continue to wonder when they will release the announcement of a new gadget. Lastly, an image that has sprung up in recent years that I feel is widely recognized around the world is the Starbucks logo; the coffee shop has branded itself by creating a logo that they print on their cups, coffee sleeves, and coffee stirrers that plant their company name in people's minds every day. The companies I have mentioned are just a few of a thousand different companies that have taken a simple image and made it into a universally known company image.
