The great logo debate

Few things in the world of corporate brands evoke more passionate debate than a new logo. And few meetings are as painful for the creative team.

“It’s hard to read. What font is that?” asks an executive, squinting at the screen upon which the agency have projected their latest iteration of the new company logo. “It’s type! Not font!” something inside me screams, while I work on keeping an appropriately neutral professional face.

The name is too small, the graphic too big. The colours are too dull, or perhaps too bright. And just what does that swoosh represent anyway?

Brand meetings are tough. Everybody has an opinion and emotions tend to run high. At times like these I’ve seen even conservative financial officers and deep-thinking strategists lose their cool. All over a few letters, graphic symbols and colours. Perhaps because the logo is the most visual representation of a brand, it evokes more gut reactions and personal turf wars than any other aspect of a company’s identity. Other brand elements like name and positioning, arguably at least as important, are less subject to debate.

Logo, an abbreviation of logotype, from the Greek word logos, is a graphic mark, emblem or symbol commonly used by commercial enterprises and organizations to aid and promote instant public recognition. Logos are either purely graphic symbols or icons, or include the name of the organization in a logotype or wordmark.

The problem is that the logo is not the brand, although most people think of it that way. The logo is the visible tip of the massive iceberg that is the brand, 80% of which is hidden below the surface. Who are you, where have you come from, how do you work, and more importantly, think? What are your values? How do your customers see you? All of these combine to create brand. A new logo does not a brand make, although it can go a fair way towards helping you build one. read more