What is the ROI on logo design? How long is s piece of string? Hundreds of millions of marketing dollars are spent every year on new logos. Can you find the financial analyst who can attribute revenue growth to the investment in a new logo? Good luck. When we look at brand design, different from logo design, we look beyond the mark, beyond the color palette, beyond the tagline. We look at the guts of the brand design… AKA the strategy. Strategy is measureable. Color palette is not.
Question: “Does the azure blue make you feel more inclined to buy our coconut water?” Answer: Ah, ha, sure?”
I’ve been involved in logo design projects and always, always start with a brief. The strategy for the logo is critical. But that same strategy drives user experience and all the reasons to believe the brand claim. Campaigns come and go, a powerful brand strategy is indelible. Logos come and go, a powerful brand strategy is indelible. Peace.
