I read an interesting article in AdAge recently on the future of the logo, and I thought it was worth sharing. You can read the article HERE, but let me give you the abridged version: The author, Martin Lindstrom, makes the case that the logo, once revered for its marketing prowess, no longer has the power that it once did. It has become somewhat of an outdated institution, that can’t carry the weight of a brand on its shoulders any longer, and instead needs the support of an entire brand experience.
He cites the example of smokers who were shown imagery that was reminiscent of those used in decades of cigarette advertising, such as a picture of a camel or a cowboy. These folks had the same response in the region of the brain (Nucleus Accumbens) that they did when they were shown actual cigarette packs with the logos emblazoned on them.
His conclusion is that the entire brand experience, not just the logo, is what creates the subconscious pull toward a product. A great example is the Apple iPod. While the Apple logo only has a small presence on the back of the product it’s iconic form is enough for you to take one look and know it’s Apple. Verizon Wireless and their “Can you hear me now/It’s the network” advertising is an example that applies for a service company. One could argue that the network image is as synonymous with Verizon Wireless as the actual logo (which is in aesthetic terms, actually very unattractive) is.
While I don’t agree with Martin’s assessment that the logo is a dying breed (after all, it will always be necessary to identify a brand in my opinion) I do believe that the time has come where product design, product packaging and product marketing must all come together and act as one unit to create an experience that is strong – that works together to make a consumer identify with it on both a subconscious and conscious level.
Garret Ohm
http://www.orange-element.com
 |
Coming Soon! |
|
Yea and it’s called brand identity.
I’ve heard some goody things about this blog. Remember to balance the pics with the text tho
but over all very nice post, keep up the good work
I’ve been wondering about this for a while. Logos seem to me a bit like visual jingles — they used to be popular, My Bologna Has A First Name, but after a while consumers got jingled out.
The brain grows numb after repetitive stimuli, which is why my iTunes list constantly feels out of date. So many logos now look the same — blue balls, green galls, swooping curves. It’s still important to have a clean brand identity but as we the consumers tune out traditional media the old visual stimuli will take up less of our mindshare, competing with and losing against the other clutter inside.
Now — perhaps it’s time to bring back the jingle!