What is a logo, identity and brand?
According to research from Forbes, the world's top 10 brands are collectively valued at more than $1 trillion. That's a staggering amount for what can be seen as a bunch of logos. So, let's go more in-depth.
I might be rather cheeky in saying this because, of course, the top 10 brands, from Apple to McDonald's, are masters in utilising their identities to create products, services and customer experiences that resonate strongly with their audiences.
A contemporary brand identity, consisting of logo, colours, imagery and the voice of the brand, together create a powerful concept. Moreover, such concepts can outcompete their competitors by conveying skilfully constructed messages, and eliciting strong feelings from their audience. Ultimately, the logo, the identity, and the brand they create, have great potential to communicate on several levels, making developing a strong brand concept a formidable way to achieve business success.
“Are you using your brand to achieve your goals and fulfil your true potential?”
In this article, we will explain what a brand identity is, the various benefits of a good identity and the challenges that tomorrow’s identities may face. Every company has an identity, every product has an identity, and every service has an identity. By simply being in business, you are communicating who you are, so the question is whether you are using your brand to achieve your goals and fulfil your true potential?
Don't miss out on part two of our mini series on brand identity.
Imagine shopping for new trainers. You go to the Nike Store, a great space that evokes a passion for sports. You land on a great pair, and even though they are expensive, you decide to buy them. As you savour opening up the box of new shoes at home, you discover they are missing the familiar Nike swoosh on the side.
Even though they’re comfortable and still function, would you feel let down…? Most people would. Without the famous swoosh, the sneakers don’t represent the feeling associated with the brand: The assurance that the shoes have been developed for optimal performance, by a company known for its deep connection to sport. The company that frequently innovates and challenges the status quo, and designs products that don’t just perform, they also look fantastic.
Find out how Nike engages and provokes people around the world.
What is a logo and how does it enhance the brand's intrinsic value?
Even though logos shouldn’t matter, they do. The Nike swoosh has value. It means something, to a point where fanatics will queue all night to get the latest pair of Nike shoes. It means that Nike can charge a premium for a product you can usually buy at half the price.
In fact, Nike is ranked as one of the most valuable brands in the world, estimated to be worth more than $40 billion – and counting. The Forbes list is full of famous logos representing brands that have done well because consumers like us place a greater value on them than the products or services truly have.
The misconceptions about logos
To many leaders, a logo is just a sign above their door. They fail to imagine how a word or a shape can have greater meaning. This is because logos, unlike machines or buildings, are intangible assets. It is not always easy to quantify their value. We see them daily and quickly get used to them, then let go of them into oblivion.
The branding community is partly to blame. Our industry has been plagued with buzzwords for too long, as this fast-growing discipline catches up with itself, making it harder for people on the outside to understand what's what. So, to end this, I'll explain the relationship between "logo", "identity" and "brand".
What is branding and how do you work with purpose?
The relationship between logo, identity and brand
The logo
The logo is a trademark, or a symbol used to identify a company, product or service. It’s an integral component within a brand identity and serves as a thread uniting all elements belonging to, made or published by a company. Your brand name and the way it’s written create a perception of what you stand for. Industry leaders get this, and consciously invest in their logo to create valuable brands that contribute to their business success.
The brand
The brand identity is a carefully conceived system of logos, colours, typefaces, imagery etc., used by designers to create the visual expression of a brand.
The identity
Think of your company, or product as a person. Most people pay attention to their appearance, their clothes, and how they speak, to ensure they connect and progress in the world. This is their 'identity', and it informs us of the kind of person they are. But a person is not considered just to be the sum of their appearance. We want to know who they are on the inside, what they think, and what they believe in. This informs us of their personality, or in branding terms, of their brand personality.
Explore the world of brand personalities further in this article.
A person’s identity and personality combined help them attract like-minded people, connect and build a positive reputation. This is their brand, the perception created from identity and personality. Every person is their own brand, every product is a brand, and every company is a brand.
Source: Mission
The power of brand identity
On a fundamental level, your logo serves as a point of reference. When people see a logo on a product, it tells them who made it. When they see it on a building, it tells them which company works there. But these simple words and shapes also work on a much deeper level.
An identity can represent a big idea
Many would agree that an apple is an odd choice for a computer company logo. But from the outset, Apple were looking to do things differently. Computers were never ‘designed,’ before Apple thought we deserved better. The idea that ‘people deserve better’ is powerful in our increasingly commercial and competitive world. Today, Apple can charge a premium, not only for their brilliantly designed products, but for their challenging attitude.
Thinking differently often rewards those who dare. The urge to challenge is an inherent characteristic of Apple, and it can be felt both in their products and in their stores. This resonates with many who swear by Apple, and it is the kind of identity that has made Apple the most valuable brand in the world. Not bad for a company that doesn't even need to write its name anymore. Talk about being different.
An identity demonstrates unity
For centuries symbols have been used to demonstrate a shared belief amongst groups of people, from religions to nations. Take football teams, for example. Their players proudly wear the team's emblem, and their fans dress up in the team's colours. This is not only to support the team but also to signal that they are on a shared journey through all the ups and downs, season after season, generation after generation.
Find our more about the role symbols play in brand identities here.
Businesses use their logo as a way of demonstrating unity amongst their workforce. Staff are proud to wear the uniform, new recruits feel they’ve arrived when they get their new business cards, and the brands’ social feeds become a way of staying informed about the company’s journey.
A global company with a shared focus
A while ago, we developed an identity for KONGSBERG, who have purchased Rolls-Royce Marine. This meant that the company was about to get 3,600 new colleagues. We, therefore, updated KONGSBERG's identity to illustrate what the company was involved in. We selected images to highlight relevant topics, and wrote articles with a new tone-of-voice that described the company's success and ambitions.
This gave the new recruits a sense that they were joining a business with momentum. It was a step forward, helping them quickly align with KONGSBERG’s culture. In this case, the identity helped avoid dissent. Instead, it developed unity and increased momentum.
An identity makes you noticeable
Identity, by its very nature, is visual and, therefore, visible, but a strong identity goes beyond basic visual appeal. An identity can position you as a beacon in your category, distinguishing itself from the competition and communicating what your business stands for. At the highest level, it's a strategic game. For instance, colour is more than just a powerful way to get noticed. It's a way to claim ownership of a value that blocks competition from using it.
McDonald’s quickly spotted the demand for sustainability and a healthier lifestyle. For instance, they swapped to non-hydrogenated cooking oil, which could be used as biodiesel fuel to power their vans. Their menu has also evolved to demonstrate a deeper commitment to health and nutrition. These changes were signalled by dialling down their brash red colour and introducing green into their brand identity. This natural colour provides a clear statement of intent, and hinders Burger King from using this same signal of freshness.
Identity systems are easier to manage
Because of the continual diversification of media, some brands have been forced to broaden their presence to maintain their position and stay competitive. A brand like H&M, for instance, has physical and online stores. Furthermore, they work consistently with promotions in traditional press, and in social media, making them a full omnichannel brand.
Active brands are challenging
The demand for such a strong presence places brand managers under additional stress. How do you create a branded experience across so many forms of media? How do you adapt the brand to multiple surfaces, from physical spaces, streets, stores, products, magazines, smartphones, wearables and TVs? It’s not simply a question of one design ‘copy pasted’ across all media. Every touchpoint comes with its own opportunities to bring the brand alive.
Learn more about brand touchpoints and when to go digital.
Seeing the big picture and the details
A strong brand designer not only understands the personality of your brand, they understand the restrictions and opportunities present in all media. A good designer can create versatile identities that express the brand wherever the audience encounters it. In fact, they relish the challenge. It's a skill that requires the ability to see the big picture, while still keeping an eye on the details.
“A good designer future-proofs a brand identity for all media.”
To succeed, we must understand the nuances of visual communication, how we can convey a brand's position and personality throughmessages, voice and images , and also know the practicalities surrounding the choice of materials. For example, a logo that looks good on paper can be extremely expensive to produce in the plastic used for signage. A logo that works well in print can't always be easily animated for a smartphone. A good designer anticipates these technical challenges and develops a brand identity that works on all surfaces, also for future needs.
Saving the time of brand managers
Brand managers know their time is better spent at the sharp end of the brand’s development, making important decisions. This is why brand identities are organised into thorough systems where logos, colours, typefaces and imagery are categorised into a sophisticated kit of parts, easily applied to any scenario the brand might face.
The beauty of these systems, especially when delivered as an online brand guide, is that they free the brand and marketing team to do what they are best at. Suppliers across the world can access files for their needs 24/7. When it comes to updates, they are easily uploaded and circulated to everybody responsible for the quality of the brand. The audience for the brand feels the cohesion that the identity system creates. Wherever they encounter the brand, whether on their phone, in the high street, or on TV, the brand speaks with the one voice they have come to trust.
An identity is the sum of its parts
Companies are dynamic ecosystems that require tools to get the job done. This can be anything from retail outlets to vehicle fleets, and intricate websites to corporate reporting. By developing a forward-thinking brand identity, all these media, from physical to digital, can be designed to communicate as one.
Consistent expression builds consistent experiences
We know that today's customers engage with brands that accommodate their lifestyles. Some people access them online, some on the high street; quite often, it's a mixture of both. So brand designers have to think holistically when creating a brand identity, so that wherever a brand appears, it carries the same look and feel.
This maximises the experience, whereby every branded element plays its part, big or small, to convey a consistent expression, building trust wherever people encounter the brand.
An identity saves costs in the long run
It’s been well-documented that good design can drive sales, build profit and help businesses grow. But little is said about design’s power to save costs. You don’t build a great brand by being reactive. This leads to short-term thinking and impulsive spending, creating an ad hoc brand with minor traction in the market.
See how much a strong identity can save your company.
Thinking ahead pays back
Cost-effective brands are the outcome of far-reaching strategic thinking. The key word is planning. Before we embark on a re-brand, we conduct a brand audit to determine the lifespan of existing brand carriers. If a website is struggling under demands from users, we’ll redesign it, but if a vehicle fleet has old models, we’ll redesign them when they need replacing. The idea is to appropriate funds where they will have the most significant impact.
Planning a new website – read this first.
The designer often takes a streamlining approach for an identity to be consistent. Instead of approaching every touchpoint as a new design challenge, a good designer will use the brand identity to make all these decisions in advance. This streamlining approach, not only builds a cohesive brand, but it also saves time and money in the process.
An identity helps brands adapt to change
No brand is immune to changes and progress. Unfortunately, some brands fail to see change coming and quickly seem outdated in both their style and values – a downside of being in the limelight. Whether it's social change, new developments in a specific industry, or changes in the company itself, an identity can help efficiently demonstrate to stakeholders that the brand is taking part in the modern world.
Facilitating a merger and acquisition
In 2010 a more radical change was required, when two giants of American aviation merged to combat fierce competition. Continental Airlines and United joined forces in a $3 billion merger. With so much complexity, the full merger took years to complete. To bridge this transition period, the two classic identities took the diplomatic approach, renaming themselves United Airlines, but adopting Continental’s logo.
Don't miss out on 10 tips to ensure a successful M&A from our brand experts.
With an extensive fleet and a significant presence in airports worldwide, it takes time to transform such a widespread brand. April 2019 saw the final pieces fall into place with the launch of the new identity, reflecting United’s more contemporary outlook.
Some of the drivers impacting brands today
Because an identity is effectively the face of the business, it must stay relevant to the world it lives in. Some brands renew themselves more often than others. They keep an eye on the zeitgeist, continually studying how they should adapt to take advantage of the opportunities that lie ahead.
Six changes that will transform brands as we know them:
1. The arrival of 5G
We are on the threshold of the era of 5G, which will provide instantaneous connectivity for us all. Every sector, from entertainment to medicine, is watching closely. The development is less about speed, and more about the opportunity 5G creates to develop ever more sophisticated digital experiences.
Virtual reality (VR) and augmented reality (AR) will become a new normality. The brands that grasp this and innovate will experience engagement from people hungry for valuable and inspiring brand experiences. Apple recently dipped its toe into this brave new world by creating [AR]T Walk. These are augmented reality art tours where participants can view exciting new artworks set in the backdrop of a city instead of in museums.
Source: www.apple.com/no/newsroom
2. Corporate brands are learning from consumer brands
Corporate brands have long been the shadow of consumer brands, clearly reflected in the lack of excitement in business-to-business (B2B) marketing. But things are changing as we see them borrowing tricks from business-to-consumer brands (B2C). As a result, consumer brands have to endure a continual baptism of fire, operating in a far more competitive environment where continual improvement and new ideas keep all brands on their toes.
Traditionally the B2B buying cycle has been a long process, but today the buyer comes into the process sooner. They prefer to make their own evaluations of their options, forcing B2B brands to adopt tactics more akin to Coca-Cola than KPMG. These brands are taking a more active than passive stance, reflecting the more emotive side of their company rather than playing off purely rational reasoning.
Generation Z is here
As millennials grow older, it’s time to anticipate the next demographic: Generation Z – people born between the mid-1990s and the early 2000s. Characteristically, they have grown up in a world where digital is second nature to them. They are independent and entrepreneurial after witnessing their parents struggle during the 2008 recession. They are also more politically aware and vocal, and of course, social media natives
Still curious about who the Millennials really are? We've got the answer for you.
A brand that has tapped into this emerging market is Ecoalf, a fashion brand that makes its product entirely from recycled materials. The brand, of course, provides more than a product; it has a positive agenda that strikes a chord with this up-and-coming demographic.
Source: https://ecoalf.com/no/
4. Down with the kidz
Talking with a friend recently he reflected on how his grandad had used a pencil, his dad a calculator, and how we now use computers. His son, who studied computer sciences, had landed a job where he earned more in a month than his father did in a year. The demand for new skills is such that universities struggle to create courses that can fill the new needs of employers.
This creates intense competition between employers trying to attract these twenty-somethings with vital skills into their businesses. These companies are going to extreme lengths, using their brands to attract young people, who might be reluctant to work for a big corporation.
This is what young people look for in companies.
Take Accenture, for instance, they went to great lengths to demonstrate they were the thinking man’s business consultancy. It was impossible to miss all those airport ads, with Tiger Woods as a brand ambassador, uniting all businessmen through their love of golf.
Today Accenture have changed their image. They have kicked the corporate blue and trashed the golf clubs. In the war for talent, they have adopted a more youthful and vibrant identity. Bright colours, an informal tone-of-voice and branded flip-flops make them easier to compare to Tony Hawk than to Tiger Woods. This illustrates how brands are complex and can be versatile to reach audiences in a time of need.
Source: Accenture Instagram
5. Cross category branding
Not every brand will face this challenge, but it's still worth noting. In the last twenty years, we've seen the 'uber brand' emerge, and I'm not talking about taxis. These are brands that are so powerful that they can practically carve their own destiny.
Apple, Google and Amazon are some of the strongest brands in the world. They are so influential that their brand can quickly move from the area they are best known for into an entirely new category and almost immediately take a dominant position there.
Amazon is evolving from an online marketplace to high-street food retailing with its Amazon Go stores. Apple has stretched from computers to electronics and is now poised to launch its own media content, to compete with Disney. Whilst Netflix evolved from DVD rental to owning their own movie studio.
These brands have kept themselves from being tied down by what they offer. Instead, they are more about their own purpose, fulfilling an emotional need as opposed to a rational one. This emotive approach has made them successful in one category, allowing them to easily transfer that spirit into other categories. In fact, many of Sir Richard Branson’s companies are a partnership, where he provides the power of the Virgin brand, while others provide the operation and logistics.
“As times change, a brand and therefore its logo, must evolve to stay relevant and connected.”
6. Brands are constantly in beta
'If it ain't broke don't fix it.' Right? Wrong. Like any business asset, your identity has a shelf-life. Many successful brands that surround us, are regularly updated. Airbnb, established in 2008, changed their logo radically after just five years to reflect their maturity as a business.
A legacy brand like Coca-Cola has iterated their logo many times over the years to maintain its freshness and appeal to a mainly youth-oriented audience.
As times change, a brand and, therefore its logo, must evolve to stay relevant and connected. Whatever stage your brand is in, whether you are a start-up or a legacy brand, you cannot afford to overlook your identity and its powerful connection to your stakeholders.
Learn how to maintain your brand and position it for the future.
Think of your brand as a person. What are they like? Are they someone you would like to meet? Do they get the job done? Do they create value? If you are in any doubt, it’s never too late to look in the proverbial mirror and ask yourself honestly: are you communicating the best version of yourself?
If you're not happy with your answer, then we are here to offer you a helping hand.
