Brand and Logo Together at Last
The logo is more tangible than a brand. When wanting to change or evolve their company many place their focus on their company logo, but that’s putting the monkey before the banana. It’s not that they don’t need a new logo. Most of them do, however, a logo should be the outcome of a more comprehensive branding process. This process should explore an organization’s vision and how customer perceptions and experiences match or diverge from what the company thinks of itself internally. The idea is to use these insights to fine tune your products, services, actions, words, imagery, etc.
The fact of the matter is that a vast majority of businesses create a logo as a relatively random esthetic exercise and then try to shore it up with meaning and strategy later. As a veneer instead of a compelling strategic change, or new voice for the company. Most people that are considering a “rebrand,” and feel their logo is outdated or no longer fits, are motivated consciously or unconsciously by more significant issues and opportunities for their company.
Can you see the difference?
So rather than brand vs. logo, it’s more about the brand and logo working together. The actual power to be leveraged behind a great logo is not merely in the creativity and design of the logo itself but in the clarity, definition, uniqueness, and articulation of the more critical brand behind it. Think of the logo as the tip of the brand iceberg. It’s the visible part above the water line, but what it represents is so much bigger.