A client came to me with an idea for a new company website. It was an interesting concept with the name Customer Service Army. Now, I, like most artists don’t normally like long names for a logo. It becomes difficult to blend and flow with too many words and/or letters. After thinking about it and sketching a few ideas on paper, nothing worked. I needed a logo that could be used as a brand. A brand that made sense. Something that was not just recognizable but could be worn on the body or on clothes. Using symbolism that was built-in and would draw attention. Then it hit me, a dog tag. You would think that that’s just too easy but, in fact it was very difficult.
The logo became a success almost overnight. In less than two months it was seen on billboards, magazines, and newspapers. It appeared on local television as well as national (CNN). It’s not like you would walk around with a Target or Coca-Cola logo hanging around your neck. The client, had me make actual dog tags for members, t-shirts and hats. Die cut business cards and postcards with the same shape. This logo worked for every size needed. The business concept was not my idea but the logo was.
I learned that sometimes it’s better to go with your gut. No idea is to crazy if you believe in it.