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What kind of role do logos play for your branding strategy?
What kind of role do logos play for your branding strategy?
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3 Answers
My logo is the visual outcome of my innner brand (vision/mission/obj/strategies/action plans)
there are three parts of a brand--symbols (logo, typeface, and colors) attributes and associations. The latter two are the critical elements of the brand. The symbols are representations of the attributes and associations and are there to attract customers, help them to quickly identify the brand, remember the brand, and hopefully connect or associate with the desired attributes of the brand. The logo is there to shorten search.
Hi Kenny,
I believe Elliot is on the right track. Logos are merely icons that relate the company behind them, to the person's experience with that brand.
For example, if you see the golden arches, what images come to your mind, and what experiences have you had with the company associated to that logo? How about a swoosh on the side of a shoe?
The same would apply to your company. Your logo is merely an icon that will evoke feelings/thoughts/opinions on behalf of the viewer who has used your products or services.
Those feelings/thoughts/opinions, spread across all those you've come in contact with, are your brand.
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