Businesses need living identities, not dead logos
A brand is an evolving story not an unchanging visual stamp. A logo can help to identify a brand, but in a fast-moving world it is just one of many elements a brand needs if it’s to connect and interact with people. We’re much more interested in the many different ways a brand inspires people to think about – and contribute to – it’s story. This could be anything from a colour to a sound, gesture, image, material or phrase. Think about Apple’s pinch or swipe. Think about Intel’s sonic mnemonic. Think about the brown delivery vehicles of UPS. The way a brand’s different elements combine over time is what really brings it to life. Logos only die when they are part of a fixed system that can’t respond to a changing world. The huge opportunity for designers is to create and express a great brand story using the array of media now available to us, from film to social media, music, environments, graphics and so on. Businesses need living identities, not dead logos.
This is a subject close to our hearts, we’ve just written a paper about it.