Brand new logo
by KMF Kamal
Logos are commonly mistaken as brands. It is an easy misconception to make, for the logo is probably the most prevalent and accessible reference point for the brand. As a symbol, the logo is probably the most important point of access for consumers to your brand. When we refer to branded goods, we often think of the logo. Much like a cattle brand, it is a visual seal of approval which creates immediate associations with the product, service, marketing collateral, or even stationery that it embellishes.
As the most prevalent point of reference for the brand, the logo is also the most important. Anything that carries your seal must represent consistent facets of your brand configuration and speak to the consumer in a consistent manner. This, however, does not mean that all goods carrying the logo must be homogenous. In more abstract terms, the brand has a personality of its own, and it can display this individuality in different ways. A maker of tinned soup can sell many flavours, for example. However, consistency of character across anything that carries the logo must be maintained.
The logo is effectively a seal-of-approval, communicating to the observer the essence of the brand. If the logo decorates one or more products, services, or situational devices that do not have consistency, it degrades the overall impression of the brand in the mind of the consumer. The importance lies in making different facets of the brand character speak in the same tone and manner, and with the same personality. A logo clearly represents a character. Uncharacteristic usage of symbols spells a confused brand that, effectively, does not know what it is selling or proposing. If the product, service, or device does not appear to fit the unique character of your brand, then, in all likelihood, it does not warrant or deserve usage of your logo.
Similarly, as a seal of approval, the logo must be appropriate to the character of the brand that is being sold. Visually, the logo must be allowed to shout out the attributes of the brand and, as such, it has to portray the essence of the brand to the eyes of consumers. It is an important reference point and should be treated as such. If the logo is obscured or squeezed to the wrong proportions, it gives a bad impression of the product or service that is to come. In co-branded offerings, the logo must be given a position of prominence or, at the very least, be equal to the other brands that are being visually publicised.
The logo is an important representation of intellectual property and should be treated as such. Brand owners should not hesitate in ensuring that the logo is applied only to approved products, services, or devices and is done so in a clear and consistent manner. The best companies have brand or corporate identity manuals, clearly outlining the characters of the brand as well as the specific ways in which the logo should and should not be applied. Whilst the logo may not be the brand, for the most part, it is the most important touch point or communication medium leading consumers to the brand. Its treatment and usage speaks volumes to the consumer about what the brand portrays.
