Logos Aren’t Key Anymore – or are they?


Today one of our Twitter followers asked for our response to an article on Fast Company Design – ‘The Real Lesson of the Gap Debacle: Logos Aren’t Key Anymore‘. The author, Steve McCallion, asserts that “no one really cares about the logo anymore. Today, people are more interested in what a brand can do for them”. McCallion believes that social brand platforms should have five key characteristics: useful, social, living, layered and curated.

Since its inception and by its very name, Moving Brands have created identities which are designed to move, have meaning and come to life across platforms. The logos we design are the visual manifestations of a set of carefully defined brand characteristics and behaviors – a constant and recognizable identifier no matter where or how you meet the brand.

For Watermark – one of our most recent re-brand projects – we not only designed a living, moving logo but also developed a “moving world” communications plan. The plan shows how the brand could respond to the world around it in real-time and without compromising it’s character – just like a person. The plan instructs Watermark on how to use online and offline channels to work holistically for them. We also created three personas/ target audiences and produced guidelines for specific scenarios showing the brand in action.

By McCallion’s definition, Watermark represents a true social brand platform. But in all our work – and for all brands really – the logo still remains key. Gap’s logo bombed because it failed to re-assert what everyone holds dear about Gap. The logo is the promise that the brand it represents will be useful, social, living, layered and curated; fit for a moving world.

*Infographic from here*


  • Massimo Vignelli

    Yet another project bloated with jargon –