Compare and Contrast

 

The check mark. We've all seen it. It is a sign of accomplishment; completing a task on our to-do list or getting the correct answer on a homework problem. In those regards, it is clear why a company would choose the classic check mark for their logo. The logo above is obvious; Nike. Let us consider Nike's logo, and the logo of Verizon Wireless, who also implements a check mark. These two companies are very different; one is a brand of sports equipment, and the other is a cell phone service provider.

While these logos have the same origin and same general shape, there are a couple differences; both in the details of the image and the reception from the public eye. Nike's logo is softer and fluid; it mirrors the qualities desired in Nike's product. This places a connection between the visual with the product in a positive manner. Additionally, these qualities visually alter the original check mark just enough to standout. As a result, Nike's logo can stand alone, without the company's name next to it (as illustrated above). The fact that Nike's logo can stand alone allows it to be more flexible; for example, the logo can be in any color and it will still be recognizable.

In contrast, Verizon Wireless has a much more static check mark. It seems more efficient, more stable, which are qualities you want in a cell phone service provider. Again, the connection has been drawn between the visual qualities of the logo and the qualities desired in the product. However, the check mark here does not stand out as much as Nike's. If you saw this check mark on it's own, it would be difficult to place with Verizon. I would imagine that is why Verizon uses its name, especially the "z," as an element in its logo. Additionally, Verizon has chosen a permanent color for their identity; red. That would be impossible for them to stray away from.

Nike has one of the best logos in the world. It is simple, reflects qualities of the product, and can be recognized without the company's name. That is not saying that Verizon does have an effective logo, but it does not have the same power as Nike's. It is interesting to see the very different ways the check mark has been used by these two very different companies.