Are you a part of the ‘no logo’ movement? Or do you believe that brands without logos only fail? Somehow you have gotten into the psyche that a logo is paramount for your brand’s identification. You build a logo every time you launch a new product. You make it look appropriate, practical, and appealing so that it conveys the intended message. But, a lot of famous brands have either re-designed their logos or completely removed them to ignore gender bias.
So, it’s high time that we talk about the fundamental function of a logo and discuss why many believe that logos are dying or dead already.
What is a Logo?
What are your views on the ‘no logo’ movement?
At the most basic level, logos are symbols made up of text or images that help a brand reveal its identity to its audience. Good logos are the linchpin of a business or brand. This tiny sign puts a heavy burden on itself by taking the responsibility of helping customers understand what a brand is, and what they do.
Imagine you are about to launch a company that sells chocolate. Your marketing person designs two logos for you and gives you an option to choose between them. Before you select one, bear in mind that the logo you take will make the launch successful for you. So, which one would you pick?
The ‘No logo’ Movement
Companies are beginning to join in the ‘no logo’ trend. So, let’s talk about why some brands without logos are known and popular in the market without any problems.
I was browsing the internet earlier today when I stumbled upon a blog where I read this: “There is no desire by the public for a new logo. They are simply an old-fashioned approach to differentiating products or services.” It’s kinda scary to share as I ended up agreeing to this broad statement because even if the logo is not there, people can still know the brand.
O2 is the second-largest mobile network operator in the United Kingdom, with 23 million customers across the UK. But, take a look at its logo.
The thinking behind O2’s logo is that mobile phones are ‘essential for life, just like water. There are no symbols or text in its logo, but it’s still a leading company with the highest customer satisfaction for any mobile provider.
“With a brand like O2, its success lies in the richness and depth of its ‘brand world’, which features bubbles, color, photography, and typography… you could remove the logo and still know the brand.” – Simon Manchipp
Logos or No-Logo?
You build your businesses around the idea of logos. You believe that your brands without logos have no identity. But, the question is, is the logo your identity or your brand itself ‘your identity? Confused, right? Let me elaborate on that!
Let’s talk on ‘no logo.’
You establish a business, build a logo, and when you get bored, you re-design it. You alter it until it looks sharp, cooler, professional – you do anything to make it look right. But, is the logo who you really are? Look! You can change it a hundred times. But it truly says or portrays nothing. It can not make people aware of your brand or help them discover your meaning. Unless you build meaning into it.
Despite its demanding presence, a symbol or a single design is not your brand. It’s you, your team, your products, your services. Even if your logo is the best in the world, you cannot build relationships with your customers or convince them if your product or service isn’t good enough.
Don’t get me wrong; you do need logos, but it’s unnecessary to make it the foundation of your business.
So, don’t put pressure on yourself when it comes to designing logos. You can slide it aside while you dig deeper into what makes you a great brand.