When organizations and brands are in the process of changing their identity, I’ve noticed a tendency that it’s easier for executives to focus their energy on “breaking the change to the world” through measured marketing communications, rather than creating a prior strategy of bringing the inner-vested into the identity conversation early on.
Contrary to what many believe, the logo is still the main event in communicating the essence of what a brand represents. Within our obsessively condensed attention spans, the logo is more important than ever.
In an era of crowd sourcing and online $100 logo design, the specialized skills and talents involved in identity design are seemingly being marginalized even further. Are big iconic brands moving in that direction?
Yes. The new Starbucks logo, which drops the company name is a bad idea.
Ever wonder what is really behind this thing we call “identity? “
