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.

Duncan Chapple

Duncan Chapple is the preeminent consultant on optimising international analyst relations and the value created by analyst firms. As the head of CCgroup's analyst relations team, Chapple directs programs that increase the value of relationships with industry analysts and sourcing advisors.