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May 2010

Why we need logos.

We were in a meeting recently with some folks who are launching a new logo, for their 86-year-old company. It’s a pretty big deal to them, because they want to send the right message. And they don’t want to send the wrong message. Being a glib, flippant ad guy, I popped off, “It is not big news to consumers that your company has a new logo.” The client responded, “If logos aren’t important, why do we need one?” So, I had to back up. It is very important that you have a logo, for consumer recognition and recall purposes. But…

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