“People forget that a brand new logo seldom means a thing. It is an empty vessel awaiting the meaning that will be poured into it by history and experience.” – Michael Bierut
Exactly like this gent said, a logo is a boat. Even if it’s empty, it’s still a boat. And boats are inspiring. They make us think of journeys. When we look at a boat for more than a few seconds we begin to take a journey with our minds.
The same goes for logos. Thinking of a logo makes us actually think of that company in a more profound way. That’s when we start to experience what a brand is. We dig deeper into our memories related to that brand – personal experiences, previous use of products, brand positioning, reputation, advertising we’ve seen and the way it addresses the consumers.
That’s when consumers feel the consistency or the inconsistency between the logo and the brand. The gap can be quite significant if the company fails to build a brand that lives up to it’s logo. And consumers feel that.
Before we design a logo, we personalize the company or the product. We give it attributes and adjectives and a personality. We give it life. A life of its own, that the owners of that company can transfer into all their actions and adding bricks to their brand little by little.
A logo can be the tip of the iceberg or the spear’s. But for new companies or rebranded companies, a logo is also the start of a new adventure. Of a new startup, of a new client universe, of a new success or a transformational experience.
Working under a good logo brings out unexpected powers. Brings good mood. Brings people back on track. When the going gets hard, it brings back hope and the memories of times when the business was just starting. It brings back enthusiasm.
So, start with a good logo or end with a good logo. It always helps.