ECJ EUROPEAN Cleaning Journal

UK reporter Lynn Webster examines the power of the logo, and the visual commitment it represents.

We all speak the language of the logo; the power of this visual image has removed the need for actual words and instead carefully manipulated images of a product or a service pop to mind. There are even games apps to match logo to corporation. Corporate branding and logo placement are modern day communications’ success stories. The logo is the go-to tool of public relations, awards and benchmarking achievements.

A corporate logo serves as a visual promise to the customer, a declaration of intention. A logo which serves as proof of accreditation, merit and benchmarking should underpin and validate this declaration of corporate intent. In the case of cleaning and FM procurement the accreditation logo should be the proof that the potential supplier has undergone a series of rigorous procedures and been judged by field experts as worthy of the badge, the logo.

The logo illustrating membership of a professional or trade body should further reassure, showing the potential supplier actively shares in the good practice and positive intent of the industry.

Trust and understanding are major factors. Trust in the bodies that apply the accreditation process, trust in the membership organisations and trust in the businesses that proudly display these logos. A thorough understanding of the cleaning and FM processes and quality procedures that have been checked and verified, combined with an understanding of the actual accreditation processes are essential.

The issue of validity of logo display should not arise, but sadly it can when the commercial stakes are high. Assurances the potential supplier for example is a bona fide member of a professional body, and has undergone stringent accreditation processes may need to be sought. The British Institute of Cleaning Science (BICSc) is working with Yoshki in this capacity. But what else can we do to get behind the pixel or paper logo? What steps can be taken to ensure that the procurement process gathers the depth of evidence needed to choose a supplier and award a contract?

The members of the procurement team need to share a depth of understanding of what underpins those logos. Questions should be asked that draw out concrete evidence of value. With CIMS accreditation for example, which reports reduction in operational expenses;  sales growth; reduction in work related injuries; increase in productivity; and increase in customer retention. BICSc corporate membership boasts assurance of professional standards and education.

The curtain of the logo needs to be pulled well back at the earliest possible stage; we need to know there is something real and worthwhile behind it.