January 8, 2016

Beyond the Logo

I was going to write today’s post on the effective use of “white” space, but, more to the point, this relates to the effectiveness of clean brand design.

One of the most frequently missed opportunities I encounter (that irks me the most) is the opportunity to employ brand design beyond the logo as a means of getting brand recognition. 

For far too many organizations, being “on-brand” goes only as far as consistent use of the logo, based on an official brand guide, when a good brand design can be successful even without the logo. An obvious example to me is Crate & Barrel. If a white box arrives on my porch with large black Helvetica Neue lettering, I know exactly where it’s from.

Because their advertising, website, and all the signage in every store looks the same, Crate & Barrel is effortlessly commanding a good-sized portion of my brain, developing a relationship with my subconscious mind that won’t take a lot of effort to be re-awakened again and again.

For organizations large and small, well-branded advertising, packaging, and communications cement those critical consumer relationships, especially in a world full of clutter.

Look at these two product photos. Which leaves an impression? A feeling, even? Which one do you know you have or haven’t seen before? Which one doesn’t look like everything else?!

I’ve always said that a good visual brand works as well for someone who knows the language as it does for someone who is not even literate. 

If you posted all your communications on a board and covered up your logos, would each piece build off the other–or would they send your audience in a multitude of directions? 

Don’t stop once you’re in compliance with your logo usage guidelines. Embrace this level of brand “packaging” as your baseline and allow your brand to start working for you!

CLICK HERE if you’re ready to move beyond your logo.