If you went out and polled a bunch of business people about what defines their brand, you’d probably end up having a lot of conversations about logos, mixed with a little chatter about corporate colors. Many people may not realize a brand is more than a logo, and it doesn’t carry as much weight as they might think.
A great brand is built and expressed through every single detail of a business. A logo is simply one of those ways. Your logo is only one small brick in the whole architecture of your brand warehouse. It shouldn’t be burdened with the job of summarizing your entire organization; it simply needs to set the right tone for your brand.
Instead of putting all your eggs in the logo basket, focus on the entire brand experience. The way your client feels after an interaction with you—any kind of interaction with you—is the true definition of your brand. A logo is an important, consistent part of it, but you shouldn’t neglect other areas of your brand strategy in favor of searching out the holy logo grail. Brand experience outweighs a logo any day.
Your logo simply needs to feel like the rest of your brand interactions. A little ambiguity is ok. That curiosity encourages more interaction with your company. If you focus on the health of the entire brand instead of just on the logo, you’ll be much more likely to attract loyal and fully engaged customers, who are excited to be part of your tribe.
Very well said. I’ve had design clients who wanted their logo to encapsulate every facet of their organization. Instead of providing a comprehensive profile of their business, it would have just been a cluttered, confused mess.
Thanks David! We absolutely agree that the logo really just needs to set the appropriate tone for the business. Trying to throw everything but the kitchen sink in there is not only a sure-fire way to a cluttered logo, but also gridlock the visual branding process as a whole.
I love when you say this, “That curiosity encourages more interaction with your company.” I’m always intrigued at our inquisitive nature as human beings, particularly when it comes to puzzles. The idea of intrigue and excitement is what makes customers not only inspired by brands, but connected, which is the goal, right?
Kim, I completely agree. A bit of ambiguity encourages customers to interact with the brand, and once they feel they’ve “figured it out,” it’s like they now have inside information, and then develop an even deeper connection with you.