Brand Dots

Posts Tagged ‘logo’

Interbrand recently released the results from their 2009 Best Global Brands Summary.  Every year they rank the world’s most well-known brands in order of value.   For the ninth consecutive year, Coca-Cola has been the leader in brand equity.  Could it be their impressive logo that gives them a competitive edge?

Well-known symbols are often used to represent companies.  Take Mercedes-Benz and McDonalds, for example.  Consumers see their brand marks and immediately recall the company name.

Branding has three primary purposes: product identification, repeat sales, and new product sales.  When companies use a logo to represent their product, they allow marketers to differentiate their products from others so consumers can immediately indicate the product’s quality. The repeat and new product sales that are generated from a company’s brand recognition can make or break a company.

Logos are a very important part of branding to buyers and sellers.

Advantages to buyers:

• Helps identify products
• Cue to product quality and consistency

Advantages to sellers:

• Basis for product’s quality story
• Provides legal protection
• Helps to segment markets

A logo’s shape and color can have a lot to do with a company’s success.  Check out 6 Things We Can Learn From Google’s Logo for tips on how to create a meaningful and valuable logo!

Test your brand familiarity by taking this Corporate Logo Quiz.  How many logos can you name?

MTV has taken building interactivity and community into a brand strategy to the next level.  They are giving their fans complete creative control over their branding.  Today I came across this really cool website that allows people to submit their own version of the MTV logo, and if enough people like it, it will be used on the MTV website.  How cool!

MTV’s brand strategy had a humble beginning.  For those of you who haven’t noticed, MTV doesn’t really stand for “music television” as it once did.  MTV is synonymous with “pop culture,” so why not choose a logo that represents the same.

Frank Olinsky, Pat Gorman, and Patti Rogoff, young independent designers at the time, created the first MTV logo.  The original design consisted of a blocky 3-D “M” with a graffiti-scrawled “tv” on top of it. In the spirit of pure-nonconformity – rather than choosing “corporate colors” for the logo, they decided that the logo should always change, as music, art, and culture changes.  Over time, it has changed size and style, but the fundamental logo design has stayed consistent.  The ever-evolving design has kept the brand strategy current and trendy.

Now that’s what I call brilliant design!

The Fourth of July is one of my favorite holidays.  It’s a low-stress holiday, full of bar-b-q, parties, beer, flags, and fireworks.  Independence Day gives us the opportunity to remember how fortunate we are to have freedom.  As we approach America’s birthday, I can’t help but point out how powerful a patriotic marketing strategy can be.  After all, American’s have the strongest sense of national pride!

Patriotic marketing works!  It is one way that companies can appeal to a very broad segment of consumers.  Most Americans love to support their country, veterans, and American brands.  People tend to feel a connection to their country of origin and strong sense of national pride.  By embracing these emotions, companies can influence consumer-purchasing decisions.

One way companies incorporate patriotism into their brand strategy is through their logo design.  Some companies choose a name and company logo to show their pride and others, such as Google, have incorporated the stars and stripes into their existing logo.

Other companies choose to incorporate patriotic colors or images into their packaging.  Most of us have seen “Made in the USA,” eagles, or American flags stamped on products.  This stamp of patriotic approval could make or break a consumers buying decision.

Another way to show national pride is by outreach marketing with customized promotional products.  People love free key chains, stress balls, magnets, pens, and pins.  And the best thing about them is that people keep them, use them in the future, and will reference back to them to find your phone number or web address.

Military discounts are a win-win marketing approach.  They show others that you support the troops, give back to those that protect and serve our country, and specifically speak to a very large and precise target market: military personnel.  If you’re having a difficult time promoting your discount,  Veterans Advantage is one way you can get your products or services in the hands of vetrans, personnel, and their families.

Display your support!  Patriotic marketing can be as simple as decorating with American flags, stars and stripes, or a yellow ribbon.  Just make sure you display patriotic items that are in good condition.  There’s nothing worse than a worn and tattered flag on display.

So get out there!  Hang your flag and show your pride.  Stand UNITED!

Harley-Davidson is one of the most celebrated American brands today and there’s a good reason for their popularity. The motorcycle company has been around for over a century and has had to do very little advertising.  They have built such a strong sense of community among its owners that the brand practically sells itself.

They clearly embrace the outlaw archetype.  When you think Harley-Davidson you think of rebellion, leather, freedom, nonconformity, and endless possibilities.

This commercial says it all.  When you ride a Harley, you’re not just purchasing a motorcycle; you’re becoming a part of something larger.  You’re joining a fleet of black shirt wearing rebels. You’re becoming a part of a group of people that share common interests: the love of the road, riding, and the H-D brand.  It’s not just a bike; it’s a way of life!

Here are several ways that Harley-Davidson has built community among it faithful fans and loyal customers:

• The Harley-Davisdon Owners Group (HOG) was established in 1983.  This group’s membership is restricted to owners.  Brand loyalists are the only welcome members of this community.
• They’ve started Harley-Davidson rituals and traditions through virtual interactivity.  They sponsor Harley rallies, encourage members to share their brand experiences, and even created a H-D Museum .  Harley fans can plan an entire trip through the company website.  They can make travel accommodations, rent bikes, and plan their travel routes. They’ve created a virtual community online.  Their website allows enthusiasts to participate in the brand experience, even when they are away from their motorcycles – Internet marketing and brand building brilliance!
• They give back!  The H-D Foundation encourages employees to volunteer for service organizations, such as Big Brothers Big Sisters, veteran groups, and community revitalization projects, among other things.

Harley-Davidson outlets are more than just retail stores and motorcycle dealerships.  They are a gathering place where riders can trade stories and talk to others that share the same passion.

Every company should strive to create the same type of meaningful brand experience.

So, how many logos would you consider tattooing on your body?  For Harley-Davidson followers, there is no question.  Harley Davidson is more than just a brand – IT’S A LIFESTYLE!

According to Brandz Top 100 Most Valuable Global Brands 2009, Google is this year’s most valuable brand.  What I find fascinating about the Google logo is that it’s so strong that Google can change its appearance to a “Google Doodle” on a regular basis on their website and it is still easily recognizable and well known among all consumers.

There are a few things that we can learn from the Google logo.  It has key elements that make it iconic.

1. Color: The logo has a consistent application of color.  Google uses the same red, yellow, green, and blue colors in their branding.  The colors are vibrant.  They don’t look washed out or dehydrated.  A logo’s colors should be chosen because of their meaning and should convey the company’s image.
2. Shape: The logo is horizontal.  This makes it easy to read and legible.  Every logo should be appealing to the eyes.
3. Font: The text is clear, bold, and distinctive.  The font that Google chose is Catull.  They made it unique by giving is a 3D look.
4. Simplicity: This wordmark isn’t too complex to easily be reproduced.
5. Timelessness: This logo has been eternally recorded in the mind’s of consumers.  A successful logo should never go out of style and should be designed to mirror the organization’s image until the end of time.
6. Imagery: Google’s playful choice of color, font, and style mimic the brand’s image.  It represents their corporate culture.

Memorable logos communicate what the values of the organization are and what they promise to their customers.  A company’s symbol provides a summary of what their clients should expect.  They symbolize the company’s distinct characteristics and the reason why customers should choose them over a competitor.  Logos are one of the most effective ways to communicate what an organization is all about and it is evident that Google did a great job developing theirs!

Check out this slide show.  It’s 162 slides but it contains all of the information found in the book and you might learn a thing or two about branding.

 The Brand Gap is a book by Marty Neumeier that has become a very popular branding resource for marketing professionals.  It provides great advice on how to build an iconic brand.  It’s a quick read and well worth the investment.

Syfy Re-brand

I don’t know about you but this re-branding strategy is a little over the top! The fanciful new name will definitely create a more unique brand identity but this one just doesn’t feel right to me. Your thoughts?