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Over the past couple of weeks we have held a number of discussions on logos, brand and identity overall. The main points of discussion have been about whether we even need a logo or if the logo needs to be good. Let’s assume that you are working on a company identity and this identity will be showcased everywhere. Because it will be omnipresent you want to make sure the identity is strong.
I’m avoiding using the term “brand” or “branding” because in this case I’m going with the idea that brand equates more to an individual’s experience with your company over anything else. Identity in this case means more than just a logo. It is the personality of your company so to speak.
If you are like me you assumed that McDonald’s used the two golden arches because it looked like a ‘M’, but that isn’t the real story behind their well-known logo. That isn’t how it came about.
The famous Golden Arches in McDonalds logo represent style, significance and a strong corporate identity. It was created by Jim Schindler in 1962 and the idea was first introduced by Dick and Mac McDonald as arch shaped signs on the sides of their then ‘walk-up hamburger stand’. From an angle, those arches looked like the letter “M” and thus, were incorporated in the McDonalds logo as a merger of the two golden arches together. The “McDonald’s” name was later added to the McDonalds logo in 1968.
A story isn’t necessary for a strong identity or at least a story doesn’t need to be known by someone to know a strong identity. However, if you can build a story around your identity then you have something to share with people and they have something to share with their friends. Over time you might even find that your story has turned into a grand tale of you fighting dragons upon a flying steed while being sheathed in black pearls.
Like McDonald’s you might not have a great identity initially and it will take some experience and time for a good one to develop. However, you can lay the groundwork for a superb identity by ensuring that you build up a rich history. When their is a great story to tell about your history then you can begin to wrap your head around what the identity of the company will be.
Your logo is not your brand. We’ve established that, but that doesn’t mean a logo doesn’t have an effect on your identity. Going back to the GAP fiasco every discussion focused on the consumer, but what about the GAP employees? A powerful logo can greatly affect the morale of your employees. Give them something they can be proud of and you have given them a hidden boost that is often overlooked. Put up some crap and part of them probably feels they can get away with crap as well.
What the real issue with the GAP logo was that it didn’t match the identity of the company. If they were planning on making sweeping changes then it probably should’ve been done in unison instead of trying to change bits and pieces of an identity that people are familiar with.
The Google logo is a well-known disaster. Because of it their identity can never be about great design because the logo doesn’t reflect that. In fact their logo mirrors their identity because Google focuses on bringing on engineers instead of designers. Google might be a great place to work if you like to dive into the backend of things, but for frontend people it is probably a nightmare and it shouldn’t come as any surprise.
Over everything else this is the most important thing and probably the hardest for a designer to implement. Every so often I challenge designers and ask why shouldn’t a company buy a theme or use 99designs for their needs. I can’t recall a time when the company’s personality came in a response from a designer. Not saying that they didn’t mean it the way I’m putting it, but if every company is unique then that means they have a unique personality that can only truly be found via custom design work.
The problem with this is that I don’t know many designers that can match a company’s personality to a design. It is very hard to do and take years of experience and a talent that not everyone has. I know you will hate to hear that, but it’s true and that is why there can be so much frustration in finding a designer that fits these needs. Often it is not only cheaper, but easier to buy a ready made theme and run with that.
On the designer’s side it can also be difficult to get a company to describe their personality to you because often you get the personality of the founder and that is always the case of the company. There is a reason the big money designers get paid the big bucks and that is because they research these things. Great design doesn’t happen from your instincts alone.
Nike’s personality isn’t a swoosh. To me, a Nike personality (notice how I see it applied to a person) is an athlete who is the best at their sport, but doesn’t get there on talent, but through hard work and they make sure they are stylish the whole way through. Ask almost any athlete at any level or age and they will tell you that a person kitted out in Nike has a different aura about them. If your personality doesn’t match that of Nike’s though you just look like a poser. Going to their site (after you click through the 50 prompts) you will see it takes on this personality.
Oakley’s site and their stores do a wonderful job of matching the personality of the company and its products to the experience that customers go through. In contrast, you view the Apple Games page and it doesn’t fit the Apple personality that we are used to. Because of this it hurts Apple’s brand because it goes against their identity. It just seems off, like when the fun loving person gets drunk and goes into a Hulk-like rage.
So many designers work so hard in trying to redesign Craigslist, but doesn’t the current design perfectly match the personality of the site and the people on it? To change the design you would almost be changing the identity of the company and people might find it hard to relate to.
Designers can learn about identity through sports teams. Every major sports franchise seems to have an identity that they either embrace or try to run away from and it is amazing how much this identity will not only affect the fans, but the players as well. Not to pick on the city of Cleveland, but when it comes to sports their teams have an identity of choking in the big games. Psychologically this can greatly affect a person because you are so busy trying to escape that identity you choke.
The Pittsburgh Steelers have an identity that correlates to hard-working, hard-hitting football and every player that passes through the franchise seems to take on this identity no matter what type of player they were before. Because of their identity the Steelers also make sure to go out and look for players that fit into their identity. Too often you will find teams that go after players that don’t fit their identity and it never works out well for them.
What is key to remember is that a company’s identity will permeate everywhere. You can’t pick and choose the places you want an identity to be showcased. You carry your identity with you be it through your actions or the logo on your clothes. Identities aren’t something that can be thought up later. They begin when the company begins and starting off on the wrong foot means it will take time to fix.
There aren’t a large number of successful corporate identities in the world because they are hard to build. It is hard to maintain consistency through everything that you do so that the identity remains strong. It can be even harder to get the visual design of things to match up properly with the identity. You want to be more than a template designer than figure out how you can improve your skillset to allow you to properly translate a company’s identity to the online world.
I asked on Twitter what people thought identity was and here are some of the responses.
Identity is comprehensive. It’s the totally authentic sum of a company’s parts. Like a person, not just the clothes they wear.
I consider identity to be the collective perception of a company through all mediums
Identity is what you want people to think of you. It’s strong if it reflects reality.
@IsaacHolmgren
Mark wrote this Severity: Warning
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First off, I’ll admit I just scanned your post, so apologies if you’ve already mentioned this.
What makes a strong identity is all the elements which tie a company to a customer. It’s all those things which you identify with. It’s interesting what you found regarding McDonalds. I was always under the impression that the golden arches were an abstract of the fries; the one actual killer feature of the chain (or used to be, anyway).
Nike’s commercials and the star athletes and their accomplishments are attractive to you. You identify with the message. You then attribute that feeling to their logo.
Regarding Drawar’s logo which would match the identity it is forming, I think creating a simple icon of a browser interface in a 16:9 format, with the speech bubble “lead in” thing (sorry, words escape what I should call the non-bubble part of a speech bubble) might work. Essentially, a browser speech bubble.
Just a thought. Bottom line, identities are meant to attract people you want to attract, or draw them to a feature they’re already attracted to (arches = fries)
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With identity, it’s all about alignment. A business with a strong identity aligns itself with it’s potential clients/customers - comes alongside them, shows support, concern, empathy.
Nike aligns itself with aspiring athletes and says “just do it.” They want to do it, so Nike is their hero.
Walmart aligns itself with suburban America and says “Save money. Live better.” They love saving money and want to live better, so Walmart gets their business.
Drawar aligns itself with aspiring graphic designers and says “Learning by sharing.” We love to learn and love to share, so Drawar captures our hearts. (That sounds romantic. Kinda weird.)
It’s not all in the catch-phrases, of course. In order to be authentic, these companies have to reflect their purposes throughout their identity. Drawar, for example, does provide a place to learn by sharing. Walmart helps people save money. Nike provides athletes with sports equipment to just do it.
This empathy is best when it’s real. Companies around the world use words like “quality” and “value” to describe themselves, but the companies whose identity actually incorporates quality and value don’t have to claim it. You’ll never see Oakley use “quality” in their advertising. It would be a waste of ink. The quality is backed up by the identity of the company - it’s products, it’s history, it’s personality, it’s story.
Finally, Scrivs, I have to disagree - lawyers can have a strong visual identity. It’s not fancy logos or flashy ads, but dark suits and no-nonsense stationery, formal wording and business-class sedans. Identity isn’t always obvious or intentional, but it’s identity nonetheless.
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Finally, Scrivs, I have to disagree - lawyers can have a strong visual identity. It’s not fancy logos or flashy ads, but dark suits and no-nonsense stationery, formal wording and business-class sedans. Identity isn’t always obvious or intentional, but it’s identity nonetheless.
Very true, I probably misstated my intentions when I meant to say graphic identity. Visual can mean many things including how well the store looks.
Excellent point Isaac.
dicksonfong wrote this Severity: Warning
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Definitely a very controversial topic.
As one of the designers on Oakley’s very talented web team, thank you very much for the kind comment about matching our site’s personality with other touch points of the brand experience. It’s still far from perfect, but we’re working hard every day to make it better.
But to your point, what makes a strong identity? It’s something that I’ve seen many companies struggle with, even those that seem like they know who they are. Part of the problem is that many people — designers, brand managers, and customers included — mistake “brand identity” with “visual identity”, ie: the logo, the colors are the brand.
I think what Mark and Isaac have alluded to is that a large part of identity includes the touch points with the customer. This includes everything from the product (hard-goods and service-oriented alike), the product packaging, customer service and support… even the quality of the order receipt you receive. The customer never knows the rainbows nor the bullshit behind the closed doors of your company, but they do know the aspects of your company that they can interact with. These are all the building blocks of your brand experience, and any single one of these building blocks can either make or break your company’s image in the eyes of your customers.
Many people hold Apple in high regard. They can make the best computers, package them in the best packaging, and provide the smoothest, most pleasant in-store purchasing experience ever. But all it takes is one nightmare warranty experience to ruin your perception of Apple.
That’s all it is. Perception.
A brand experience/identity is a matter of establishing the best perception for yourself, and meeting it. The perception means nothing if your company doesn’t live up to it. Likewise, being the greatest company in the world doesn’t mean anything if you represent yourself poorly and subsequently don’t reach your audience.
Perhaps there isn’t a secret formula for a strong identity. But it’s definitely a disservice to yourself to not establish consistency between the perception of your company’s image+values and what your company actually delivers.
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Earlier today I wrote about Muji, short for Mujirushi Ryohin which means “no brand, quality goods”. They focus on minimalistic high quality items. This is an example of one of their fragrances. There are no bells and whistles hiding their product. It is what it is.
Yet they have a strong identity and brand.
I looked at a video earlier today from the vlogbrothers. It showed how people got DFTBA (don’t forget to be awesome) tattooed on their bodies. DFTBA has a logo but those people did not get the logo tattooed, instead they opted to put their own spin on the initials.The logo means very little but the brand of the community means a lot.
One thing changing corporate identities is companies offering multiple products under one large corporation. As companies diversify it is hard to maintain a single identity. Product identity seems to be what people associate with most.
It’s okay to pick on Cleveland…sports obviously isn’t Cleveland’s thing. :)
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...But all it takes is one nightmare…
If your audience identifies with you strongly enough, it’s going to take much more than one nightmare experience to push them away.
Believers, believe.
Apple’s had numerous PR blunders, as has Nike. Yet you don’t see droves of supporters of either brand running off to HP or Adidas.
Sure these blunders tarnish the brand, but it won’t change the identity; not unless it’s a catastrophic event or continuing bad (or different) behavior that goes against every message (or your interpretation of that message) the company has put out.
Example: When Apple fired Steve Jobs it almost destroyed the company. Yes, partly because of business decisions made after he left, but also because Jobs’ is so closely tied in to the identity of Apple, and the customer base so tied in to Jobs.
I think, as @dicksonfong alluded to, the secret to a strong identity is authenticity to yourself, the gathering of the right people / customers who fit the message you’re sending out, and sticking to that message and principle.
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Interesting to cite Logoblog.org, on which Logo Design Guru, with their nice shiny “logos,” has a higher rating and 12 times as many reviews as David Airey…
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When referring to Apple or Nike, I think there’s definitely more going on than just a strong and clear visual identity, let alone just a logo. It’s passion, brand love, advertising, identification, culture.
When reading that lawyer remark and @isaacholmgren’s reply, I had to think of Deutsche Bank. I couldn’t recall one ad campaign of theirs, or mention one great product they’d supposedly have. But over the years they did create a strong identity of a decent ‘German’ (that means sturdy, dependable then?) financial institution.
Their logo is a great example of that too, designed by designer and theoretician Stankowski:
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I think this logo helped greatly in shaping the bank’s identity.
Oh, so what does make a strong identity? Hard to tell ;)
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Funny, but did you see this?
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Springhouse Sollicitors. Pretty lawyers! ;)
RolandoPeralta wrote this Severity: Warning
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Quite interesting article.
We’re witnessing more frequently, how design is a key part of every business around the world. We can find “small” companies looking so good that attracks great talent and great leads. I think the story is really important, too.
by the way, I wrote about GAP logo too: www.communitiesdnablog.com
cheers,
@RolandoPeralta
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A brand is a consciously constructed identity. An intended perception. Intended because perception is a subjective matter.
This helps us understand why the brands and specifically, logos of companies like Google and eBay are not necessarily “disasters”. They are somewhat generic, non-specific, and non-comital on colour. These seemingly fatal characteristics all help towards satisfying the most people just enough.
As already mentioned, alignment is key. What are you trying to say and to whom? ...It ain’t always wrong if it don’t look good to you.
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Having a logo gives your business, your brand a distinct identity. This fact could not be denied. But for small businesses it is difficult to have. Often small business owners find it difficult to invest in advertising. They could opt for classifieds. Classifieds like Lubbock classifieds helps you access your customer base effectively.
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One thing to keep in mind is that not all great companies have strong visual identities. Lawyers for example don’t rely heavily on visual identities and rely more on their body of work. Same goes for businesses that rely more on the work of an individual than a large group that covers many different areas. Their identity is more closely tied to other aspects of their business.