One of my biggest irritants is when the concept of brand is misunderstood as being merely a logo or symbol that represents a company. As I’ve written before, many see a brand as a box, a container where the inside contents (strategy, training, internal engagement, etc.) mean relatively little to the wrapper on the outside (logo, design, advertising, etc.).
This is a seriously flawed view that may have been somewhat successful in years past, when the landscape looked much different:
- Mass Media Ruled
- We had Less Choices
- Limited Circles of Conversation
- Little Transparency
Needless to say, things have changed:
- Mass Media is Fragmenting
- We have Unlimited Choices
- Conversations Spread More Easily
- Transparency is Required
Now what used to be accomplished with smoke and mirrors can only be achieved through a brand that is truly authentic letting the inside of the box grow outward, painting the picture visible on the outside of the box.
The Best Ad Blog has complied a noteworthy collection of logos and how they have evolved over time. I look at this visual progression exhibited on the outside and imagine how much these companies have changed over the years on the inside, and in some cases, how much they haven’t changed which has ultimately contributed to the demise they are currently facing.
(Best Ad Logo Collection Via: Orange Element Insights)
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)
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.
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…
Cristian,
What a great insight! It’s funny what all we can deduct by just looking at the history of a brands logo.
looking forward for more information about this. thanks for sharing. Eugene
Say more about what you think conveys authenticity – what you recommend in the design of a logo. that your clients do
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.