Feng Shui of Logos

Do you remember the first time you learned what a logo means?

Normally we are initiated to the concept and meaning of logos with the logo of our preschool or in latent learning yet, the schools we attended! More so because it is the school patch embroidered or sewn on the left pocket of our school uniform atop our hearts. And we began our blind faith of loyalty to a logo.

Thereon, one begins to appreciate other logos thru consumer product brands!

Via logo trademarks of our favorite drinks, candies, chocolates, canned goods, even shoes and clothing, we live in a psychographic world. Yes, via advertising - which includes corporate identity logos - as we advance in our consciousness of commerce and industry. More so in cheering for our favorite school teams in basketball or any other athletic leagues.

We also discover family crests in some cultures as a family logo and develop love of country with the national flag as a logo so to speak!

But did you know that there is an esoteric or secret science as well as art of making a logo attract luck, power, and prosperity using symbolic feng shui principles?

It is normally governed by a triangulation of three basic elemental points of composition from a feng shui trained logo creator.

These three components to harness luck and prosperity in a logo are: Balance or symmetry of any of the Chinese Five Elements of Wood, Water, Fire, Earth and Metal in compatibility with the logo's owner as expressed in its color harmony according to feng shui principles; second is the use of appropriate feng shui symbols that convey the aspirations or ideals of the logo owner be it an individual, family, or institution even a nation! Lastly, the logo should not have any bad feng shui symbolism or expression, even if it is expressed in visual graphic or alphanumeric form.

Now does that sound Greek or geek to you? Let us simplify by way of example.

In the early 90s, I was summoned by the Board of Directors of then Philippine Refining Company to their board meeting. As the order of business agenda came about, the Chairman explained that one of their hashtag logos then - an advocacy of Total Quality which was framed graphically in an inverted triangle border that pointed downwards - was having market resistance in the major marketing channels in local Chinatowns nationwide. Since these were the cradle of distribution of all the company's products that bore its logo, the Chinese distributors rejected carrying them for bad feng shui reasons. Thus, they were losing vast amounts and, citing their brush with feng shui in Vietnam and other Asian markets, they wanted a compromise solution to the problem. Getting the drift, here was my response:

"Gentlemen, I hope you agree that it takes genius to accept the obvious! Now that I have your undivided attention, let us creatively resolve your marketing problem with a feng shui approach. As you see, any triangle in Chinese feng shui is abrasive, it hurts the interests of all stakeholders being sharp in all three directions. Add to these its downward pointing design in your existing logo; it connotes downfall or failure (showing my thumbs down emphasis!)."

Then Chairman of the Board and CEO Mr. Cesar Bautista (later DTI Secretary) asked, "In this regard, is there any remedy to that logo without totally eliminating it inasmuch as it's a worldwide requirement of our mother firm based in London?"

"Yes sirs!" I said. "First is to simply flip the triangle upward to symbolize upward progress and sales! But to remedy the negativity of sharp corners of the triangle we may add subliminally a halo round or circular gray or white scaling around the triangle as an additional feng shui cure border."

The board agreed to follow my recommendation. Success followed. Years later, in a high school reunion, my classmate Jun Vivar (now retired from Unilever) pointed out to me how his company experienced market resistance such that their logo had to be improved. That feng shui change cost them around 600 million pesos in all, but he quipped the returns were more than double! When I asked if it was the Total Quality logo of PRC, he was surprised and asked why I knew. I simply smiled and gave him a high five: "Pare, 'twas me who advised that change!" Thereafter, one by one, Unilever executives from Mr. Bautista, their marketing director turned chairman Ole Van Stratten and even my classmate Jun Vivar had themselves feng shuied personally.

This case study also emphasizes in this global marketing age, Asian markets may be feng shui sensitive when it comes to packaging, especially corporate logos. But one can create a lucky logo simply by using his lucky colors, avoiding unlucky ones. And expressing the logo symbolisms with good feng shui designs, avoiding bad ones like triangles, diamonds, bagua or octagons in the graphics.

Likewise the color composition should be in harmony with the elements; for example, no fire (red) versus water (blue or black) combinations and its other color permutations in the table of feng shui incompatibilities: No metal versus fire, wood versus metal or white with red, green with white combinations unless professionally guided by a feng shui expert. Nowadays even the CitiBank logo is feng shuied! And other western companies, too.

So, there, luck by design is available to you to create heaven on earth for your firm or family, using your corporate identity logo. The only remaining solution is whether you want it or not!