A Logo's Journey: Crafting the Modern Face of Tradition
In the intricate realm of branding & identity design, fondness for a logo must transcend chronological tenure or sheer exposure to the public eye. Longevity & visibility of a logo are accomplishments deserving of admiration, but they alone do not constitute a sufficiently compelling reason to retain a tenured logo especially when it's lost resonance with the essence of the company it symbolizes.
Genuine affection for a logo should only be derived from how well it performs (beyond recognition), not from historical achievements or sentiment. This perspective helps us better understand why NBC, Apple, Shell, Ford, Walmart- to name a few - serve as exemplars of organizations that have evolved their logos over the course of time.
As colors, typefaces, & orientations trend in & out, as dynamic audiences undergo transformation, & as companies adapt to remain relevant, their logos are tasked with a profound responsibility - to visually convey the brand's evolving perceptions authentically. For example, if a logo appears dated, it inadvertently signals to the world that the company itself may be lagging in relevance especially to a new & discerning, modern consumer. Or in cases where a logo lacks refinement, it would fail to mirror the inherent quality & sophistication of the luxury brand it represents.
These are the exact reasons why logos must be continually measured & when needed - evolved.
In my professional sphere - real estate - brand logos often live in the sentimental domain, where emotionalism tends to overshadow functional & business significance. A logo, however, is not a memento. It's not an old friend. It is a valuable asset evaluated only by its ability to fulfill its assigned role effectively. That's it.
When John Turpin, CEO of Turpin Real Estate & I began to talk about his logo, we delved into the emotional realm. There was a lot to talk about there. But we had to also subject the logo to a rigorous evaluation of its capabilities. The pivotal question - does it embody the essence of the company, today, & does it lean into the brands future vision. What we uncovered were elements that deserved preservation, some that required refinement, & the need to introduce additional elements that would bestow the logo with a newfound clarity, purpose, & utility.
The end result of this process is both a refinement & evolution. It’s a mark designed to stand as an eloquent testament to the brands achievements & aspirations. The visual system provides an illustration of the multifaceted role a logo plays in bolstering a brand's overall identity, & how it can seamlessly integrate itself into a brand's broader business strategy & provide the company with a wider array of assets to be used within environments (both digital & print) that the older version could not. We share that story & the assets here:
HubSpot Certified Marketer | WYRE Technology
1moI love the subtleness of the changes and how effectively they modernize the brand while still holding strong to its history. Exceptional job!