Logo development

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Tom Dougherty, CEO – Stealing Share

7 January 2020

Logo development: Not just a pretty picture

Logo development represents one of many services we at Stealing Share offer. But there has to be a reason for it. And it must reflect the strategy, and be different from the competition.

So when both Pfizer and Kia unveiled new and updated logos this week, our questions was: Why?

Or more appropriately, what do the new logos accomplish?

Let’s start with Pfizer. On the heels of developing a COVID-19 vaccine, its logo development added a mark, which Pfizer says, “With Pfizer’s increased commitment to breakthrough science, now is the time to update our identity to reflect that reality.”

So, Pfizer went from its distinctive, pill-shaped logo..

Logo development

To this…

Pfizer new 2021

What does the new logo mean? I can gather from statements that the mark means breakthrough. But how distinctive is that? Even if you get it? All pharmaceutical companies claim innovation. The new logo development loses any brand equity from the older logo and brings nothing but confusion to the marketplace.

Then there’s Kia. In a live-streamed event, the Korean automaker unveiled its new logo.

455778 kia devoile un nouveau logo et un nouveau slogan

Kia says its logo features “symmetry, rhythm and rising elements that embody Kia’s confidence and commit to customers.”


“Logo development is important. Logos are your most consistent and visible marketing tool. So, why do brands approach them so often without thinking about strategy?”

Logo development must be strategic

The logo’s intention is to look like a handwritten signature. A promise of sorts. I challenge anybody to glean that meaning from it without reading Kia executives’ comments.

I’ll admit the Kia logo looks interesting. Even kinda cool. But sometimes that’s the problem. Brands and their ad agencies approach logo development as creating something nice to look at. Without thinking that the meaning should align with the single most persuasive emotional message you can say to cause preference.

They just like how it looks.

Logo development is important. Logos are your most consistent and visible marketing tool. So, why do brands approach them so often without thinking about strategy?

We approach logos as strategic tools. As the purest expression of a brand position. Take a look. Logos are valuable real estate. And to waste those acres on something you only think looks good is turning them into a deserted tundra.

Don’t waste that opportunity. Talk to us first.

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