Monday, March 28, 2011

We used to ask a lot of a logo.

We'd expect it to carry the weight of the brand on its back. Logos were single-handedly responsible for brand recognition and product legitimacy. On the start-up's list of things to do, having a good logo was perceived as a huge step between dream and reality.

Fast forward to a multi-channel, socially interactive, and ever-changing competitive landscape. Logos are important, but they alone cannot do the job.

Your brand needs support. A personality. How does your brand speak? What does it believe in? Can it adapt and inspire relevant content?

Graphically speaking, rigid corporate identity systems have lost traction to more flexible structures. Providing familiarity, but allowing for some interpretation. Think Apple.

Yes, a timeless logo still represents the core essence of a brand. But, your logo is not your brand. Your brand is much more.

Check out this post from Mashable and see where brand identity is headed.

[Cross-posted from Burns Workspace.]

Bookmark and Share
Pin It

No comments:

Post a Comment