A Modern Branding Context for Logo Design
In the context of contemporary branding, what is the meaning of a logo? The short answer is that it has greater power than it did several decades ago.
I just read a quote from graphic designer hero Paul Rand that really made me think. Rand is quoted in this Smashing Magazine article about logo design as defining a logo thusly: “a logo is a flag, a signature, an escutcheon, a street sign. A logo does not sell (directly), it identifies. A logo is rarely a description of a business. A logo derives meaning from the quality of the thing it symbolizes, not the other way around. A logo is less important than the product it signifies; what it represents is more important than what it looks like. The subject matter of a logo can be almost anything.”
This view on the meaning of a logo is no longer true. In fact, it has been reversed.
Again, Rand is my hero and I look to his work for inspiration regularly, but his most well-known designs were created during the 60′s, 70′s, and 80′s. Corporate branding has evolved drastically in the decades since.
According to Naomi Klein’s No Logo (published in 2000, this book is a must-read for anyone interested in branding or corporate identity), “The astronomical growth in the wealth and cultural influence of multinational corporations over the last fifteen years can arguably be traced back to a single, seemingly innocuous idea developed by management theorists in the mid-1980′s: that successful corporations must primarily produce brands, as opposed to products.”
In other words, Nike’s corporate identity – including, but not limited to, its ubiquitous ‘Swoosh’ logo – carries much more value and meaning than any pair of sneakers. In fact, that pair of Nikes will wear out in a few months (and you might purchase whatever new model they happen to be hawking at the time), but the Swoosh will remain untarnished as an image emblazoned on the side of billions of products and ads – and more importantly, as an idea in the minds of countless consumers.
Mr.Rand says that a logo derives meaning from the qualities of the thing it represents. But what about the generic package of cheaply-produced shoelaces that bear the Nike logo on the label? Surely consumers pay more for these shoelaces because the product is deriving meaning from the logo, and therefore, the brand.
During Mr.Rand’s career, the logo existed to support the product. For many of today’s megabrands, the product has become secondary to the idea of the brand and the logo’s symbolization of that idea.
The challenge for us graphic designers is to use this powerful tool for good and not evil! If you have skill and talent as a logo designer, use it to strengthen those brands and companies whose goals and motives you trust and admire (a.k.a. not Nike).
If Mr.Rand were still with us today, I’m sure he’d be at the forefront of developments like these. Here’s a classic interview with the endearing, no-nonsense designer for old-time’s sake.
Written on January 30th, 2010
One of the more interesting posts I’ve read recently Dan.
Paul Rand is also an influencer of mine, he is a legend in design terms.
Your right though people’s ideas of what a logo is for have changed and the power of great logo / brand design is huge. Look at Coke Cola, basically selling sugar in a can the power of their brand or logo is huge and most known in the world, all of its selling ability is locked in this logo.
Great blog, I’ll be adding it to the google reader. Thanks
Written on January 30th, 2010
Thanks for your comment, Gareth!
You make a good point about Coke; it’s also interesting that Coke and Pepsi have spent billions to differentiate their two brands from one another over the years despite the fact that their products are nearly identical.
BTW I like your Dot Design logo!
Written on February 1st, 2010
Cheers Dan, like your style here, off to check the store and thanks for the twitter follow will return the favor. G
Written on April 21st, 2010
Your right though people’s ideas of what a logo is for have changed and the power of great logo / brand design is huge. Look at Coke Cola, basically selling sugar in a can the power of their brand or logo is huge and most known in the world, all of its selling ability is locked in this logo.
Written on December 6th, 2010
your write a logo is a branding of your company, but once people get to know your logo,sometimes the logo will do the selling!
Written on December 19th, 2010
it’s also interesting that Coke and Pepsi have spent billions to differentiate their two brands from one another over the years despite the fact that their products are nearly identical.