What Does Your Logo Say About You?

More than any single piece of marketing communication you send out into the marketplace, the one most frequently seen is definitely your corporate or brand logo. Have you ever given serious thought to what it says about your company, your philosophy, your people and your attitude?

Maybe its time to give that some deeper consideration. A recent New York Times article cites a new breed of logo emerging in this troubled economic environment we live in. It’s a warmer, fuzzier, more accessible and friendly looking logo. Non-threatening, reassuring, even playful. As the article puts it, “not emblems of distant behemoths, but faces of friends.”

Experts say that logos are becoming less official looking and more conversational. They are not yelling; they’re inviting. They’re more neighborly.

If this is true, then the reasons are obvious. In this era of Wall Street greed and big company insensitivity to the plight of everyman, we all need someone to hate or blame. Big multi-nationals fit the bill just fine. Bigger has become badder, not better. So there may be an advantage to looking smaller and more approachable, right? Plus, we live in an environment of increased transparency, and the Internet allows us a previously unavailable view of the workings and corporate citizenship achievements or infractions of companies both large and small.

So specifically what constitutes a “warmer, friendlier” logo? Less intrusive typefaces. More lower case treatments. Increased use of softer more subtle graphic elements and “happier” colors. Wal-Mart’s new logo is a good example. Less harsh and military looking, it is now more differentiated vs. Target and Kmart’s logos.

Does your logo need a make-over? Food for thought.

walmart_logo

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One Response to What Does Your Logo Say About You?

  1. brandon says:

    fascinating. It will be interesting to see if the bigger companies trend toward this softening of Logo’s. It seems like there would be some issues with companies changing an already recognizable logo for something else. But where there is an image problem, why not? right.

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