Then ask yourself: If this symbol were all you knew about, say, a school, an airline, a medical center, an organization combatting pollution, a computer company, a design studio, a hotel, a restaurant, a clothing store, you name it pretty much––
- Do these folks know what they’re doing?
- If you walked into their headquarters, how would you be received?
- If you were their customer and unhappy about how their product or service was working for you, when you called to say so, how do you imagine that call would go?
- What’s your sense of who they are committed to being or die trying?
- How would you feel about your son or daughter working in this community?
The purpose of this exercise is to suggest a couple of things:
- We are fabulously intuitive: able to make all sorts of deductions based solely on a tidbit of information.
- Some tidbits are more powerful than others––specifically those related to universal symbols of well-being. For instance: an apple (Apple); a heart (I ❤ NY); a star (Starbucks)…and in this case, a ball of light.
To be sure, there’s a lot more to creating an institution’s identity than connecting that identity with a timeless symbol of inspiration. But when such a link works (by being employed in a manner that is fresh, enjoyable, relevant, honest), we have tapped into a life-affirming awareness that has been part of human consciousness since darn near forever.
It can make establishing a rapport with the world that much easier.
Perhaps an even deeper point:
There are many well-known symbols in the world. But only a few that, without us knowing what institution or explicit cause they represent, encourage us to consider ourselves at our best. Only a few are symbols that, on their own, can guide every choice we make.
To me, this quality is what distinguishes the symbol I call Light Man.