I have long thought that logos serve a dual function.
The Beacon – for newbies seeing a brand logo for the first time, it serves as a beacon…identifying the landmark and inviting passersby to investigate.
The Window– for experienced users, it serves as a window into the tapestry of ideas, thoughts and emotions that constitute the brand’s equity and, hopefully, appeal.
Here’s an example. Most Americans driving by a neon sign for Super Duper Weenie, if they see it, will think “hot dog joint” and perhaps stop in for a bite. This is the beacon effect. In contrast, for anyone living in Fairfield CT, home of Super Duper Weenie, this logo is already incredibly well known. It conjures up associations of fabulous hotdogs, incredible fries and an authentic welcome from owner Gary Zemola. This is the window effect.
If you want to see the early stirrings of logo power (as seen through the eyes of a 5 year old) check out the video below. And don’t neglect investing in consumer experiences that drive the power of your brand and your logo over time!
4 responses to “Logo Power”
logo power! love the vid Dave
Isn’t it great. It’s by a designer of course!
Dave Nemiah 58 Oldfield Road Fairfield, CT 06824 203-615-1304 email@example.com http://www.ulteriorconcepts.com
I am really enjoying your blog. You are hitting on some great topics.
Hey Justin. There’s a lot to talk about here. Great to have you tracking!