I contributed to this article by Alison Coleman for FORBES, talking about the role the logo plays in a business' identity and what it represents.
Specifically how smaller businesses can be more agile, adaptive and creative. Also defining the difference between branding and brand…
You can read the article here.
POSTED Feb 28, 2019, 09:06am
My complete piece was:
What makes a killer business logo? What factors make for iconic branding?
The logo crystallises and captures the internal and external ethos of a business then wraps the market appeal around it.
What makes a killer logo is having a killer brand- and that starts way before sketching and designing the logo. It starts with purpose, values, distinction and then moves to personality / visual and verbal tone. The logo is just one facet of what a killer brand is.
It’s no less important as it’s the main driver for consumer recognition and building memorability in order to gain trust and traction in the mind space of your audience.
Is it also equally important to design the brand experience in this changing world of experience-led brands: “I had the best coffee and the service was amazing at that new coffee shop downtown, the decor was so cool, the music, the staff aprons are weird... you should go”, far better that than “go-they have a cool logo”.
The whole power of brand too readily focusses on the branding or indeed gets confused as one and the same.
Even big corporates change their logos, they don’t change their brand.
What’s worth noting is the larger ones-the iconic branding you mention, simplify-apple, Nike, EY, Microsoft. But let’s not forget that our market and economy thrive on SME’s-in this space you can afford to push the envelope-you’re not competing on the same level as the big boys so why try?!
They are more agile and creative and can adapt-so try, test and adapt, you can’t know everything when you start out, tastes change and customer behaviours certainly change and branding can adjust with it. But your fundamental brand doesn’t: what you stand for doesn’t, why you exist as a brand doesn’t, what you deliver to your customers at a top line level, doesn’t.
These are the makings of a killer branding, the logo will come from that.