Harvard: “20 Logos We Love,” by Andrew Shea, April 13, 2013

Harvard: “20 Logos We Love,” by Andrew Shea, April 13, 2013

I recently read “20 Logos We Love – What Makes A Great Logo” was logo-light.  It needed further explanation and clarification.

My turn.

Logos are symbols and are just that – symbols.  Some of them are incredibly powerful and others are just so much window dressing.  The best of them become enfolded in the consumer’s image of the brand and enrich the brand image.  The worst of them chip away at the image of the brand and weaken the hold it has in the consumer’s mind.

It is important to remember the brand imagine is formed as soon as the consumer becomes conscious of a brand.  The ideal time to introduce logos therefore, is when the brand itself is introduced.  That doesn’t mean the brand can’t be re-introduced with new or additional symbols at a later date – Marlboro is a great example of that – but it is easier to do it right the first time.

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