MP&F’s Top 25 PR Questions

December 26, 2012

McNeely Pigott & Fox is celebrating 25 years in business during 2012, and one of the ways we’re celebrating is by answering the 25 questions we are most often asked about our business.

Question 19: Why do I need a logo?

By Mike Pigott

My wife, Sharon, and I traveled to Russia earlier this year, and we can count on one of our hands the number of Russian phrases we learned. Trying to read Russian is something I have never attempted. Check out one of their road signs:

Logo 1







But the logos we saw throughout St. Petersburg spoke loud and clear, even though they were in Russian. It was a dramatic demonstration of the power of logos and branding and their ability to cross all language barriers if presented in a smart and strategic way.

Our company is called upon frequently to assist clients with logos and core messages that help drive their brand. We have not worked with anyone with an advertising budget anywhere near the billions spent by fast-food giants around the world. But we have seen strong evidence that a logo we helped create has resonated with consumers and has become very recognizable.

Here are some of the signs we saw in Russia. Check out the impact of the instantly recognizable logo, even though not a single syllable recognizable to English-speakers is attached.

Logo 3






Logo 4








Logo 2










A logo is only as powerful as the tools used to deliver it. But expensive world television advertising does not have to be the only driving force. Please consider whether your logo, if you have one, is being used to its full potential. And is it the right logo to tell your story?

If not, please consider a firm like ours for some assistance. Actions speak louder than words. But the evidence we saw in Russia showed that logos do, too.


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