logo Archives

October 15, 2020 — Jonathan Haggard

Are You Rethinking Your Logo Design?

So you need to rebrand, but you’re attached to your current logo. You worked hard to get your logo crafted and have likely spent a few fond years building equity into it. The thought of changing your logo might sting, it might even make you a little nauseous. Not only the tactical work of changing out all of your swag, marketing collateral, event assets, PowerPoint presentations, etc. But also that anxious feeling of “What if the new logo isn’t as good?” First, you need to understand what role the logo plays in a brand system. The logo represents the core of your business. It’s the...

September 9, 2020 — Jonathan Haggard

How to Spot a Great Logo and the Impact of Superliminal Design

Logo Spotting A great logo hits hard. It has a solid impact with the impression of an untouchable work of art that stays with you whether you like it or not. The best logos tickle your brain a little bit and that brain tickle is what we in the design biz call superliminal design. What Is Superliminal Design? Superliminal design is something that brand designers specifically strive for in their work. It’s the distillation of an idea down to its most obvious form which might sound a little heady so let’s break down the philosophy behind superliminal design and explore it in the following...

July 12, 2018 — Saja Chodosh

How Will Your Brand Be Remembered? Choosing the Right Logo

Find Your Mark As a brand strategy and design agency, we develop logos for myriad of businesses. Creating the right mark for our clients requires hard work – deep explorations of design territories, continual returns to the creative brief, and iterations upon iterations on typography, color, graphic language, etc. A huge volume of work to get to that one logo our clients love. Finding the right logo is also hard work for our clients. A logo is an important and meaningful touchpoint for the people you need to connect, engage, and build loyalty with for years to come. The process forces you as...

June 25, 2017 — Paulina McFarland

Changing Your Logo: What Works?

A Logo Redesign and A Flood of Reactions The introduction of a logo redesign is controversial. Look back to some of the most talked about rebrands of the past years. When Instagram released it’s new logo, everyone had an opinion. Similarly, Uber’s new brand identity created endless buzz, attention, and debate. When Tropicana abandoned their old, trusted look, sales plunged 20% in one month. Sometimes, it seems like a lose-lose situation. Consider one of the most recent, buzzing rebrands in the news: MasterCard. On one hand, MasterCard’s new logo has been commended for keeping a low profile....

November 19, 2015 — Tracy Lloyd

The Meaninglessness of Logos as Brands

Hugh McLeod once again hits the nail on the head with this cartoon. Logos only have value when people associate something they value with them. A logo alone does not convey meaning. When a company, product or service has an established brand promise and a meaningful way of being, people start to ascribe that meaning to the logo (and the company, product or service behind it). A brand promise matters when it relates to the needs, beliefs, interests and aspirations of people, and promises to make their lives better and more gratifying. A brand promise matters when it creates positive feelings...

Topics

logo

Are You Rethinking Your Logo Design?

How to Spot a Great Logo and the Impact of Superliminal Design

How Will Your Brand Be Remembered? Choosing the Right Logo

Changing Your Logo: What Works?

The Meaninglessness of Logos as Brands