Your Brand, and Possibly Your Future. No matter what type of business you have or are thinking about starting you need to have a great logo that will represent you and your company.
“Logo“ comes from the Greek “logos“ meaning literally “A combined form carrying with it the meaning of a word, thought or discourse.“ Great logos like the Nike Swoosh or the Gucci interlocking G‘s carry not only meaning and discourse but are also references to an entire lifestyle.
Over the last ten years there has been some backlash against large corporations, branding and logos. Don‘t be fooled into believing that your business doesn‘t need a distinctive creative logo to survive in today‘s marketplace. Naomi Klein looks at this phenomenon in depth in her book: No Space, No choice, No Jobs, No Logo (2002). Perhaps the most extreme commercial implementation of no brand branding was Absolut Vodka‘s no label campaign in 2009 where they proclaimed that they were ready to face the world wearing “Absolutely nothing,“ on their bottles- a form of branding all it‘s own. Perhaps a cheap trip trick to make inroads into alternative lifestyle markets, the Absolut label is absolutely back and even in 2009 the label wasn‘t dropped from all the vodkas in the Absolut product line. Branding and logos matter just as much as they did when Coca-cola launched its soda in 1886 in Atlanta. This is especially true in online advertising and sales and in the future arena of social media marketing on platforms such as Facebook.
The Power of Logos
The power of a great logo is that it instantly conjures up an entire company and its products. A powerful logo is a tweet on steroids. In today‘s world very few people have the time or energy to really read and this is why Twitter is well… Twitter. Its also why logos matter as much or more than they have in the past. Moreover, logos are ideal for branding across cultures, languages and markets. A Nike Swoosh in France or China sells shoes just as effectively as it does in the United States. Logos can be stationary graphics or they can be fitted into websites, video, movies and television ads. Most great logos read small or large making them platform agnostic. They can be made to fit easily onto almost anything- if you can‘t afford a Ferrari, maybe a pen with that wonderful little horse on it will do.
Digital Logo Design, Advertising and Testing is the Future of Advertising
Designing a great logo is maybe easier than it has ever been. This is because digital media enables consumer response measurement and tracking. Gone are the days of going to a design firm and spending a wad of cash for a logo design that may or may not work. Thanks to Google, creative solutions now have to be accountable because buyer behavior is measurable. If your logo design isn‘t generating revenue, brand recognition and click through you will know it relatively quickly and redesign can be implemented across digital platforms cheaply and easily compared to traditional forms of advertising.
Nike has evolved their advertising to take advantage of digital media and as one of the acknowledged branding kings it pays to examine their game plan and follow their lead. Nike aired its first television spot in 1982. In 1988 they launched their famous “Just do it“ ads. By 2006 Nike had switched almost 70% of their $678 million dollar budget from traditional advertising to online advertising. In 2010 Nike pounced Adidas like Alice‘s Cheshire cat by launching a three-minute video ad called “Write the Future,“ on its Facebook page during the 2010 Soccer World Cup. The alluring video featured Wayne Rooney and Chistiano Ronaldo and watchers were encouraged to edit the video. The best edited videos then competed for votes. The result was that 20 million people viewed Nike‘s ad and interacted with it as opposed to Adidas who was the official 2010 World Cup sponsor. Nike‘s move into the online market hasn‘t changed their branding or their logo but Nike has managed to remain cool and relevant in a fiercely competitive industry for more than 25 years. They are also still the #1 seller of athletic footwear and clothing in the world. (See Antony Young, Brand Media Strategy, 2010:18-19)
While Facebook hasn‘t yet figured out how to capitalize on it‘s half a billion eyeballs, the “like“ button and the power of pier-to-pier marketing can turn any small company into the new next big thing especially if they have a great logo. For example, go take a look at ManCans. I defy you to get this kid‘s logo and slogan out of your head. While you may not really want a scented candle that smells like a campfire, this fledgling business is the perfect example of how anyone can sell anything online with a creative idea, a brilliant logo design and little Youtube and Facebook marketing. Using the words of Google: “Amplify Your Creativity and Get Results, Then Get Better Results…“