Hitting The Mark
When building and establishing your company’s brand, a key element to consider is your logo. As your primary consumer-facing image, the importance of the right logo, or “mark,” as it is also known, cannot be overstated. Brands are a lot like people. They want to be recognized, acknowledged and appreciated, and they want to be heard. Your logo is the “face” of your brand.
In recent articles in Fortune magazine and BBC.com, some expert voices weighed in on the past, present, and future of the logo. For British brand strategist Rebecca Battman, the shapes, colors and images that make up your logo are far less important than the attitudes and behaviors of your business – the value, the quality, and the unique point of view behind the mark.
“A logo is a simple and functional signpost to help people find and identify your business,” Battman says. “But for a logo to be successful, the company behind it must be a respected and trusted brand.”
In the overcrowded digital space, with people carrying thousands of logos on the smartphone in their pocket, the importance of a dynamic, eye-catching mark has grown exponentially. Noted logo designer Michael Bierut of Pentagram is excited with the ways the digital space is changing how people relate to logos.
“People are literally, physically interacting with those symbols in a way that they never did,” Bierut says. “Customers are having a really, really intimate sort of relationship not just with those brands, but with the symbols that represent those brands.”
The recent Women’s March provided another reminder of the changing role and the growing power of the logo. When educator/consultant/”Design Matters” podcaster Debbie Millman was asked to name what she would consider the logo of the year, she made a surprising choice. The “brand symbol” she singled out wasn’t a logo at all. It was a hat – a pussy hat to be precise!
“Logos are symbols that telegraph a movement, that bring people together who share values and a vision and a mission, “Millman says. “The pussy hat was a new shape. It was a new form. It was utilizing a color. It didn’t have any language. It’s sort of a perfect mark.”