Brand Identity

How it works

An example of brand identity that has a reason to exist.  The new GM logo.

Pfizer and Kia unveiled new logos last week. And our general reaction was, “Why?” 

Neither revamped logo created more meaning nor did they leverage any brand equity

But GM, knowing its industry’s future is in electronic cars, re-stylized its old logo into something that looks modern, even futuristic. 

With a theme of “Everybody In.”

The new logo owns a purpose.

To position GM – and, by proxy, GM customers – as both realists and of today.

General Motors is one of the oldest-feeling car brands. It feels like old Detroit, with big cars and trucks running on fossil fuels.

To gain brand permission for manufacturing electronic cars, it had to change its brand.

Brand identity is simply a representation of your brand. Your brand is the face of the customer.

All that meaning needs a powerful symbol. Because symbols are persuasive. They matter.

To develop a new brand position, conduct research to find the most persuasive thing you can say to sway the market.

Choose me

THEN, you develop symbols like brand identity to reflect that message in the most powerful terms imaginable.

“Everybody In” is not only a statement of it. It’s a call to action.