Logo development represents one of many services we offer. But there has to be a reason for it.
So when both Pfizer and Kia unveiled new and updated logos this week, our questions was:
Or more appropriately, what do the new logos accomplish?
How do they help?
Pfizer went from its distinctive, pill-shaped logo..
What does the new logo mean? We can gather from statements that the mark means breakthrough.
But how distinctive is that? All pharmaceutical companies claim innovation.
The new logo loses any brand equity from the older logo and brings nothing but confusion.
Then there’s Kia. In a live-streamed event, the Korean automaker unveiled its new logo.
Kia says its logo features “symmetry, rhythm and rising elements that embody Kia’s confidence and commit to customers.”
The logo intends to look like a handwritten signature.
We challenge anybody to glean that meaning without reading Kia executives’ comments.
We'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.
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?
Logos are valuable real estate. And to waste those acres on something you only think looks good is turning them into a deserted tundra.