New Beginnings: THE POWER OF A LOGO

Our agency may be many things, above all, we are an advertising agency. We don’t disguise it by telling prospective clients that we are, a “creative disruptive,” “digital re-thinkers,” or “imagineers.” Those are terms from three advertising agencies — and they are a pile of horse crap. They take away the agency’s identity and essence. They also throw the the truth to the wind — they are ad agencies — a bunch of MADMEN.

We’re at the tail end of a very tortured process of re-branding. Transitioning from a being a struggling traditional to a struggling digital has been nothing but promising lurches and abrupt stops. Through it all, although the business model has changed, our function, thus identity, has not. We offer advertising services. One good thing about stumbling into this year is embracing branding. We are also a small business. And as such, we know an identity can be established with a logo. It’s the corsage on the gown — the bow tie on a tuxedo — or, the beret and sunglasses worn by a stylish woman.

I’d like to share our thoughts from a past blog. It provides insight into how a logo forge an indelible impression on the consumer.

lo·go [loh-goh]
noun, plural -gos.

1. Also called logotype. a graphic representation or symbol of a company name, trademark, abbreviation, etc., often uniquely designed for ready recognition.

From Apple’s “apple” to Nike’s “swoosh” to Obama’s “patriotic O”; the logo does not in any way substitute for the quality of the product nor the design, but it does complete the branding package. Although researchers have not deciphered a conclusive understanding of a logo, an overwhelming majority acknowledge the correlation between a logo and its profits. Perhaps it is the ambiguity of a silver, partially bitten apple or maybe its the fictional historic backgrounds associated with the logo that appeals to consumers. Nevertheless, it is a logo that attracts consumers worldwide. Buying a Mac computer or an iPhone is more than just buying OS X software, it is possessing that partially bitten, but well branded Apple product.

To consumers such as myself, a logo is more than “a graphic representation or symbol of a company name, trademark, abbreviation, etc.”–it is a powerful story. Designers of logos deliberately associate a color, font, and shape with compelling words that an audience can relate to. In fact, Obama’s strategist David Axelrod told designers to create a logo that would evoke “a new sense of hope.” This “hope” is successfully illustrated in the red strips (flag stripes as patriotism) and the circle (sunrise as hope).

In order for a logo to be consumer friendly it has to be adaptable and have chameleon like qualities. For example, the Apple symbol is often switched to white, rainbow, and sometimes blue. Taking it a step further, customers can adhere picture stories onto their Mac computers. From Snow White biting into a poison apple to a squirrel chomping on an apple; Apple and even PC lovers are drawn to personalizing their computer.”

As we encounter prospective clients, we stress that their logo not only is a pretty piece of graphics, but it tells a compelling story. One that if used, can make a big difference in the bottom line.

Catch you later,

Bernard A. McNealy, CEO
CDM Digital Advertising

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