Comments on: Evolution of a Brand, Seen Through the Pinhole of a Logo

By: Chris Wilson

Chris Wilson — Sat, 25 Oct 2008 18:45:28 +0000

Kare,

Thanks for the comment.

Authenticity is something that happens from the inside out. Brands that are truly authentic know what they stand for, where they are going, and what their core is. When authenticity exists within a brand it becomes easier to empower frontline employees with the freedom to carry brand messages because there isn’t anything to hide. Authentic brands don’t require a heavy reliance on advertising to manipulate their appearance.

In regards to a company logo, we shoot for a symbol that is unique, timeless, and that accurately represents the company. We also make it clear that a brand is founded on more than outward visual appeal. Hint: That’s where authenticity, transparency, differentiation, focus, and relevance come into play.

Hope this helps.

By: kare

kare — Sat, 25 Oct 2008 17:52:31 +0000

Say more about what you think conveys authenticity – what you recommend in the design of a logo. that your clients do

By: Eugene

Eugene — Wed, 22 Oct 2008 12:14:47 +0000

looking forward for more information about this. thanks for sharing. Eugene

By: Chris Wilson

Chris Wilson — Fri, 17 Oct 2008 23:50:53 +0000

Cristian,

What a great insight! It’s funny what all we can deduct by just looking at the history of a brands logo.

By: Cristián Saracco

Cristián Saracco — Thu, 16 Oct 2008 08:29:43 +0000

Hi Chris!

Great post…

Looking at different evolutions, I think that there is another point… If you pay atention to that, fluid companies (Google, Apple…) and European ones are more estable and they do not show a sort of disruptive design evolution… While, new world companies show how they give more weight to image (in certain periods of time)…

Behind that, it looks like on the one hand some companies build their brand experiences around their identities (values & behaviours), and on the other hand, some companies are more aspirationals and iconoclastics… They begin with the image, and after that, hey build the contents… (this is not wrong, however you may run the “Enron” risk)

Identity + Image = brand experience…

By: PJ_Normz

PJ_Normz — Tue, 14 Oct 2008 14:10:36 +0000

I love the link ‘how have they changed.’ I was just speaking with a client recently about branding. I will have to save this article for future reference.

Great post.

By: Homemaker Barbi (Danelle Ice)

Homemaker Barbi (Danelle Ice) — Mon, 13 Oct 2008 22:14:07 +0000

What a great visual – love the idea of the evolution of brands as seen by their logos. It’s very true that branding has to be more authentic because of the viral factor of blogs, social media, and our all-time-high level of connectedness to one another.

Homemaker Barbi (Danelle Ice)