Branding and Identity go hand in hand

posted by: seth :: May 31st 2006, 01:57

Keep an open mind to Logo evolution.

I feel you are quite resistant to changing your logo. You quote some non-existent rule which goes something like: "A logo represents our brand and if our brand hasn't changed, why should the logo."

What's wrong with this statement is your definition of "brand". You correlate brand with your product, when in actuality, brand is your products consumer. It's ok, we forgive you, it's a common mistake.

The definition of brand is often confused with the definition of a product. For example, the brand Oreo is often confused with cream filled cookie when in actuality the Oreo brand are kids and adults who like to dip chocolate cookies in milk and it probably goes a lot deeper than that. Perhaps milk reminds them of their mother, and dunking a cookie in the milk reminds them of the unconditional love mothers provide.

See, "branding" is always approached from the consumers identity. Whether we know it or not, our identities are constantly evolving as we make judgments on information that define ourselves. Similarly businesses also have identities. And a logo is part of a business' identity. It too helps define themselves.

If consumers identify with a brand, and a brand has an identity, then a logo CAN change as the identity of the consumer changes. Should the logo become something completely new? No. But can a design evolve with design trends, and continuously stay fresh? In my humble opinion, yes.

I hope you do understand a little more about branding now. If a designer is suggesting updating your logo, please, for the sake of your consumers identities, keep in open mind and good things will come from it.

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