Not too long ago, I encountered a particularly challenging case with a client. After presenting several brand proposals, they requested certain changes, only to reject all of the options once they were delivered.
This unexpected turn of events got me thinking about the essence of branding and how logos are perceived. Change is an ever-present constant in the universe, yet as humans, we often struggle to embrace it, even when it comes to fundamental aspects like redefining a company's identity.
I can understand that the process of rebranding can be complex and daunting. It demands courage, consistency, and character – all of which are core values that define any brand, including the one in question. So, why dismiss all three rebranding proposals for the company?
In the world of branding, love at first sight with a logo is not always the norm. Some of the most well-known companies have initially rejected simple logos before accepting them, turning them into iconic symbols. Chase Bank and Conservation International in the United States are just a couple of examples.
It is crucial to remember that a good logo is primarily an identification tool, not necessarily a means of direct communication. Think of it as the final punctuation mark in a sentence rather than the entire sentence itself. The logo is displayed in various contexts like brochures, stationery, business cards, or billboards, allowing it to solidify as a distinctive symbol.
Take, for instance, globally recognized brands such as Nike. While its logo may not explicitly tell us about the company, it does evoke emotions and has become an iconic symbol through its simplicity and consistent representation over the years.
The key to an effective logo lies in its ability to convey personality and create an instant impression in the minds of users. To put it to the test, try drawing the logo proposals without looking at them again. If you can easily recall and recreate them, it means they are simple and easily distinguishable.
In this regard, the comparison with a country's flag is quite intriguing. Although the colors and symbols of a flag may not convey the entire history of a nation, they have evolved into powerful, distinctive icons that evoke emotional connections due to their presence throughout centuries.
Ultimately, the decision about the brand that will represent a company rests with the client. Nevertheless, I encourage you to trust the process and reconsider the proposals with the perspective outlined in this post.