A little ‘tweak’ to our logo

Lighthouse’s favoured designer, Seth, has made a slight revision to his lighthouse icon this week. Some people may not even spot the difference. The visual ‘tweak’ is now a widely supported visual strategy, and we are quite happy with the outcome.

Subscribers to our Analyst Index and Spotlight series may already have noticed the lighthouse, which is more naturalistic than the icon we used for the last couple of years. Our website and stationary have also been updated, and the hunt is on to change all the digital logos.

Our feeling had been that the earlier, more abstract icon was easy to reproduce on both print and online media. However, academic research shows a slight preferences for logos to become modestly more naturalistic. This more naturalistic symbol is certainly more accessible, easier to recognise and could be longer-lasting.

More from Duncan Chapple

How to classify experts’ social media use

Managers are increasingly using information from social media: managers, product developers and...
Read More