What does this remind you of? The experience or the product?
The best companies market the experience instead of the product. We usually recognize a product by the logo. Whenever, we see a laptop we are more intrigued to see whether it’s a Mac, Dell, HP or something else. Aren’t you? Why does that happen? There is no ballpark answer to it. Maybe you have some association with the lappies and you judge the person by the gadgets being used.
The beginning of the logos can be traced back to Ancient Greece, where the coins were monogrammed by the rulers. The first logo ever trademarked was in 1876 for Bass Brewery. The most notable designer of today’s era is Paul Rand, who has designed logos for the likes of IBM, ABC, Cummins Engine, UPS and many more.
“A picture paints a thousand words” As we move more towards the virtual age, the digital photo consumption has grown exponentially. An image can speak a lot more than the actual brand’s name because as human nature we think in images not in words. Try imaging a monkey, you can see the monkey from your mind’s eye. Now try seeing the word monkey. 90% of all the data transformed to our brain is visual and is processed 60,000 times faster than the text. We treat logo like a human face, they are easy to recall than the actual name.
To quote, Karl Lagerfeld, German Director, “Logos and branding are so important. In a big part of the world, people cannot read French or English--but are great in remembering signs”