Is Your Logo Your Brand?

Seth Godin, in his blog post “Your brand is not your logo“, stated that the logo is not as important as the story, product and experience that the customer/client has of that product. While I believe it’s true, I believe it’s important to have an identity that your customers can easily identify as yours - one that helps tell the story of the product.

Seth mentions Starbucks as a good example of a logo that hasn’t changed much - yet it’s logo has changed from the brown twin-tailed siren used from when it opened until 1992, to the now recognizable cropped image of the siren in green. Then there’s Apple’s logo, which has changed 4 times since it started in the early 1970s.

The logo is important, and helps tell the story of the product or service - but I do agree that it’s not what we should ultimately focus on. Nirzhar and I are going through this process ourselves as we change our website and logo to match the changes we’ve made within our company - so, what came first: the logo or the changes? The changes, of course - the logo is merely a reflection of our evolution.  (Stay tuned to see these changes come to life at IndraMarketing.com in November 2008.)