Our thoughts on all things brand related.
Patience is the art of hoping.
The partial unveiling of the new AOL identity earlier this week produced quite a few smiles, snickers, moments of reflection in the brand community. How do we explain our rush to judgment for the new AOL logo, compliments of Wolff Olins?
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BAMcast Episode #1
By Larry Roth
This is the inaugural episode of BAMcast where we discuss the basics of brand asset management and how it can benefit your organization. You can listen here or subscribe via iTunes. If you have questions, comments, or ideas for an upcoming show, leave a comment here or send us feedback to bamcast@brandlogic.com
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Podcast: Download (22.8MB)
Hero Brands, Part II – The difference between “hero” and “zero.”
In my last blog entry I noted that some brands have taken on a certain leadership role in society. They have become today’s heroes – supplanting individual luminaries in that role – and as a society we’ve become very comfortable with the idea of turning to them for invention and innovation.
What does this mean for businesses today? It’s both an opportunity and a potential trap. Reaching the brand status of an Apple or a Google is certainly a worthy goal, but first we must ask what makes one brand a “hero” and another a “zero.” Continue reading
Visual branding: Context is key
By Fredy Jaggi
Well-established companies with strong recognition face an interesting challenge when they seek to redirect or revitalize their brand. Change needs to be signaled and a new message is called for, yet there might be considerable value in preserving the existing brand mark. It’s a conundrum: how can a brand identity be redirected without also changing the company’s mark? The answer is to look not at the mark itself, but at what surrounds it and supports it: the context.
Must we give up good typography in the name of convenience?
As a design professional, the recent flap over IKEA’s decision to change its typeface from Futura to Verdana really struck close to home for me.
IKEA has long been held up as a prime example of good design that reflects and contributes to the brand. Futura is a very clean, contemporary typeface that dovetails perfectly with IKEA’s Swedish heritage and streamlined, efficient product line. Continue reading