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.)
Tags: brand, logo, seth godin
Is Your Logo Your Brand?Responses (2)
I think a definable logo can sometimes be the equivalent of the brand. Look at McDonald’s – you can go to various foreign countries where language could be a barrier, but once you see those golden arches, you know what that place is.
Yet I agree – the logo is only part of your overall brand. I’d rather have my brand being related to great service and quality, than being remembered for “that guy with a funky logo”. Not that I have a funky logo, mind…
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