Branding Coach | Ilya

Branding ‘evidence’ stipulates that meaningless logos are more effective. 🤷🏻‍♂️

After all, what does Nike’s swoosh or Apple’s erm.. apple really mean, right? 🙄

Yes, it’s true that there are lots of ‘meaningless’ logos that strong brands sport, and it works for them.

But arbitrary shapes and random animal logos sans-meaning are just one of the many routes available to designers to create something distinctive.

And arguably, the easiest route. Because it basically gives designers permission to design something random without having to rationalise or justify their decisions.

Something I know many designers HATE doing (because they secretly see themselves as artists). Is that you?

But here’s the secret. Savvy designers know how to bake-in meaning, without sacrificing distinctiveness.

Let’s explore this.

P.S. And for those eagle eye nit-picking keyboard warriors out here – yes, I know that my cover is a bit misleading or ‘clickbait-y’, as technically the logo hasn’t changed, apart from the colours. And it might not also be called a ‘rebrand’ as that would typically involve a repositioning. But I needed to get your attention somehow, to get to my main point about loading up a logo with meaning. Even if that usually happens through the rest of the visual brand identity with the logo being a contributing factor in serving up that overarching meaning.

#rebranding #brandidentity #visualidentity