Rethink Alaskan Icons
Denali, Northern Lights, the Big Dipper, the state flag … these are all images that immediately tell people “this is Alaska”.
And that’s why these are all images that you should try to avoid using. Firstly, everyone else is using them too. Secondly, they aren’t always relevant to your actual product or service.
For example, a few years ago I was having a meeting with a client and they wanted the Big Dipper in their logo. It’s a typical request — not the first time someone asked, not the last.
The problem was, they sold office supplies. The Big Dipper might have said “Alaska”, but it didn’t say anything about them. It was simply chosen because it’s an easily recognizable image for our state. Now they are lost in the noise of all the other companies who also use the big dipper in their logo.
The solution here, if you must use local iconography, is to go with icons that are less well known, but still relevant. A particularly effective solution can go for something that’s super local to your business.
Maybe there’s a park, plant, or animal that has a special significance to the owner. Using that image not only says “local”, but uses something that people haven’t seen a thousand times before.
For example, Moose’s Tooth is very Alaskan, unique, and memorable.