TULSA, Okla. — Think of your favorite sports team, and a logo is probably the first image that comes to mind.
Logos are more than mere symbols. They anchor a personal bond between a consumer and the products that are integral to his lifestyle. They engender loyalty and pride of ownership. Some logos are so distinctive that they are almost brands unto themselves. The New York Yankees logo, for example, is so distinctive that its font has no name and is used nowhere else.
Some of the most recognizable fonts are associated with our favorite fishing equipment, our favorite boats and the trucks we use to tow them. You wear them on your caps and shirts. Some of you even wear them as tattoos. Here are the stories behind some of the symbols on display at the Bassmaster Classic.
Jim Baudino, marketing manager for Toyota Motor Sales, says the parallel ovals symbolize the company’s commitment to its customers. The three ellipses symbolize the heart of the customer, the product and technological advancement.
The logo, Baudino added, is a rallying point that unites the company and its customers.
“Your logo represents the eyes of the customer and how their eyes perceive your brand,” Baudino said. “It goes back to well before my time, but they haven’t really made any changes to it because it has been so strong. Ask any of our customers, and they tell you it’s all about the dependability of the product. That logo means everything to them.”
It contains three overlapping tuning forks inside a circle next to block uppercase, sans serif letters spelling YAMAHA. The tuning forks go back to a time when Yamaha’s primary mission was making fine pianos, said Frank Wilhelm, advertising manager at Yamaha Motor Corp. Nowadays, however, Yamaha’s product line is more diverse, but its customers identify the logo with all of them, from pianos to electric keyboards to motorcycles to outboards.
“It’s the core of the brand,” Wilhelm said. “When people instantly recognize a logo, you just have that instant bond with a customer. It’s something they can always identify with. You know what it stands for.”
Wilhelm said it stands for precision. Few things require as much precision as a finely tuned grand piano, he explained, but precision is also the hallmark of the company’s motorbikes. Its outboards are built to such precise tolerances that some of them run on a miserly 100:1 fuel to oil mix. That’s half as much as the 50:1 mixture upon which most outboards run.
“The tuning forks represent precision and reliability,” Wilhelm said. “You can almost argue that you can get by with the emblem alone. Some of the outboards have adopted the emblem as kind of a hood ornament, which does a really nice job of representing the brand in a really slick logo approach with the tuning fork.
It has changed over the years, but only in color, Wilhelm said. In the 1970s, for example, it was yellow, white and black.
“We had our ‘blue’ period in marine and motorcycle for many years, and now we’re red,” Wilhelm explained.