Modern Branding
January 4th, 2011
It is fascinating to talk with graphic designers about logo design. A good deal of effort goes into making the design and adding meaning to it, but often just as much effort goes into creating something that they can market to their client. Not only do they have to come up with a good logo design, they also have to sell it to the client. Generally the longer it takes to convince the client to like it, the less money the graphic designer makes. One of the stories about the BMW logo told in graphic design schools illustrates this well.
The story goes that the person who had to sign off on the logo design loved airplanes. So the graphic designer, in an effort to secure his approval, told him that the blue and white logo was designed to evoke the feeling of a spinning aircraft propeller. Since the man loved planes, a logo that reminded him of flying gave him a positive feeling and he accepted the logo.
This story may or may not be true. However, it is told to aspiring graphic designers and the point is well taken. You have to be able to sell your design to the client before the client can use the logo to sell their wares.
One of the more interesting logo design stories from last year was Gap’s attempt at creating a new logo. Traditionally Gap has had their name displayed in white letters on a navy blue block. The new design attempted to keep the “feeling” of the block, but update things with a more “modern” font.
What was amazing is that customers hated it. And they hated it enough to do something about it by complaining until Gap changed the logo back. I agree the old logo is better, but I don’t know why customers would care what the logo looks like. At least I don’t know why they would care enough to complain enough to get Gap to change back. I understand people complaining about New Coke. They wanted things to taste the same as before. But a logo change? Who cares? Perhaps I just don’t have that strong of brand loyalty to Gap. I guess I might say something if Apple or BMW suddenly decided to switch to a hideous logo design.