We went through this exercise in the office the other day, you may want to try it too. As we were struggling with a logo for a client of ours and discussing the whole logo issue, we named off some of the top brands in the world. Here's what appeared on our list: Coca Cola, Starbucks, Microsoft, Wal-Mart, McDonalds.
Yes, we could get into the "Which came first, the logo or the brand?" argument, but we're not going to do that now. Let's just examine the logos mentioned above.
Nothing but the name of the business, in a unique font. Not fair, you say, Coke's been around since the 1800's. Okay.
One of my favorite logos, because it blows logo theory completely out the water. Most people don't even know what the heck is in the middle of that circle. You don't need some sort of visual to let people know what your product or service is.
It's a sea siren, by the way.
Starbucks also blows business-naming theory out the water too, but that's another blog.
When we discussed Microsoft, two of our three team members couldn't recall Microsoft having a logo. So much for all the thought and money that went into that four-colored window pane.Again, notice the unique type.
What? The granddaddy of all retailers and this is all the logo they got? Couldn't Walmart spend about $20 million and come up with some abstract image that shows how people save money?
There is probably not a person in America, and most of the world, who doesn't know that the Golden Arches belong to McDonald's. You don't even have to see the name to know.
This logo is the product of early McDonald's store design. There used to be an arch on either side of a McDonald's restaurant. From an angle, those arches looked like the letter "M" and thus a logo was born.
Here's the point: None of these logos really have much meaning behind them. They weren't necessary in building the brand. And when these logos were created, they had no meaning unless they were attached to the name of the business.
Logos are important after you establish your brand. They have nothing to do with the establishment of your brand. Even then, effective logos don't need to be these super creative works of art with visualizations of your product or values. That kind of marketing gobbledy-gook is for Madison Avenue over-thinkers. Your logo is better off with just your name, using a unique font presentation.
The importance of logos is overblown, especially if a business is not committed to branding. If you are not going to brand your business first, forget the logo. Branding is about positioning. It's about living a promise and creating a relationship with your customer. It's not about graphic design.
A logo is not branding.
Related Posts on Logos and Branding:
Logo Overthink: Branding Doesn't Have To Be This Hard
Connect the Dots: Building a True Brand
Quote Spot - Branding
For practical marketing ideas and small business marketing case studies, see our other blog: The Idea Spot
For more information about our company, see our website: http://www.themarketingspot.com/
12 comments:
I agree with you 100%, logos don't make for a strong brand. I've come across this argument several times. In this case the chicken really does come before the egg.
A good friend of mine recently spent a hefty penny on a marketing campaign that was stressing design instead of marketing. I was trying to explain to him that creating a name by sticking to core values that represent the company would have benefited him much more than spending that much cash. All he could do is point to the beautiful ads, website and logo and say otherwise.
Jay,
I believe that your view on the importance of a logo in branding is very true, although I believe that one must look at the individual need for the Logo.
I operate in a world of business where a logo is worth sponsorship money. Without a visual piece for these companies there would not be money there for these athletes.
I believe that when these individuals start their branding they must have a logo to identify them because these athletes and anglers have only the logos of other companies for the public to identify them.
Sometimes we must let the LOGO bring their Brand to light.
Thank You,
Tina Malone
Independent Public Relations and Communication Professional
Tina, you have one of those exceptions to the rule. In your specific case (Pro Bass Fishing) your logo can actually be your product. In your case you would want something snazzy and emblematic.
Thanks for giving us a different perspective on logos.
Jay
I completely agree with you. A logo can be something someone sharp at the company concerned realise customers relate the product or service with. And then hey presto the logo/brand is born as the company starts to use it for "branding" purposes.
Jim
@Jim,
That's usually how it works. Or you hire a fancy branding agency to come up with your logo. Great blog you have there, by the way.
Jay
We are a visual species! No wonder logos are working for us.
Take a look at these and let me know if you recognize any of them.
http://blog.rampcreative.com/ramp-design-matters-home/2007/11/27/holiday-quiz-know-your-film-tv-alphabet.html
Jay,
Thanks for the inside view on logos. I've just graduated and starting a company - a picture framing store, and cracking my head, because I can't find a logo, that people could renember, such as McDonalds or Coke...
@Matija
Build a great company and people will remember your logo.
If you would like some free marketing ideas, fill out the form at this address and we may do a free case study for you: http://themarketingspot.com/ideaspot.htm
Jay
I would have to agree logo does not make a strong brand nor does it kill a powerful brand. A simple clean logo that also serves as a marketing piece always is the best way to go for a small to mid size regional company. For larger national or multinational company a single icon can eventually as the logo itself. In this case the company has truly become an extremely strong household brand. Examples are Mcdonalds, Nike etc. etc. Also it's my opinion that if for a .com company the logo should include the web address or if not definitely be the .com of the word or phrase in the logo. Below is one example of each.
Joel
Commercial FinanceSimply Jobs
I disagree completely. Unfortunately, this is what businesses read and think "hey, I don't need a logo; heck, I don't need to position myself; why even pay money for marketing my brand whatsoever." In the research I've done, the majority of these businesses fail within the first few years. With that said, you do make a good point that branding goes well beyond the logo. You can't just have someone create an identity (my perception of what you call a "logo") and think people will come running through your doors. However, businesses seriously considering positioning themselves further than conversations and emails, do need to consider creating an identity as a launching pad into their branding and marketing. I find too many times people come to our company for "just a website" or "just a brochure." We strongly suggest they look at branding themselves, if they haven't already done so, otherwise they'll probably waste their money without consistently representing their business to their prospective and current customers. I'll leave this blog with this thought: Determining your look and feel is the most critical part to securing your trusted place in an untrusting market. This step enhances the fundamental, long-term, profound effect you have on others. Your brand is a promise every time they are exposed to it. Therefore, your brand is either strengthened or weakened with every point of customer contact. It involves everything from your name, identity, atmosphere to the word-of-mouth marketing your customers do for you.
@Crystal
I think we are in agreement on most of what you said. Except for this part when you said "Determining your look and feel is the most critical part to securing your trusted place in an untrusting market." I think it's the promise you make to customers and whether or not you deliver on that promise.
Great post, Jay. I think a logo can be an important part of the overall strategy, but I agree that a snazzy logo doesn't tie to brand success. My father runs a small engineering company. He's approaching the 10th anniversary of the business, and we're just now moving forward with a logo design (finally).
Yet his brand for being honest, committed to excellence in design and execution, and for being easy to work with hasn't suffered because of lack of a logo. He's consistent in his use of colors/fonts for business communications, but the success of his business rests on his reputation. And he's been turning away work (well, referring to other like-minded small companies) pretty much since the beginning.
Do I think having a logo is important for small businesses? Yes, I do. But the existence of a logo - or lack of one - doesn't signal success or failure on its own.
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