Logos and Brand Trust
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How recent logo design relates to the changing nature of brand trust...Presented at IAB- Digital Day- May 16th- Belgrade
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Logos and Brand Trust
- 1. How Brand Trust is Evolving Five Stories about Six New Logos Digital Day- Belgrade-May 2019 IAB
- 2. Agenda Origins 5 Stories about 6 New Logos 4 Take Aways
- 3. WARNING: Data light presentation- very few numbers, lots of pictures
- 4. Origins
- 7. 1876
- 10. It is not what it looks like but what it does that defines a symbol Paul Rand
- 13. 6 New Logos 5 Stories
- 14. Byron Sharp
- 15. Byron Sharp - How Brands Grow
- 16. Story No1: Luxury comes down to earth
- 17. 1901
- 18. 1904
- 21. 1999
- 27. What’s happening is the removal of these labels as the lineage of one creative individual Rudnick
- 28. If we go back just 20 years, there was still a hierarchy that said what fashion was. Now it’s part of the everyday … Peter Saville
- 31. Story No 2: Brands need to live in a digital world
- 36. The digitization of commerce processes and increased connectivity of consumers is driving a digital transformation that will provide seamless payment choices. To reflect a readiness and optimism about this transformation, Mastercard is introducing an evolution of its brand identity - simplified, modernized and optimized for an increasingly digital world.
- 37. Slack
- 39. Chaos
- 43. The new Slack logo provokes so much of critics because it doesn’t fit anymore the concept of a startup it used to be. It surely can seem generic, old school and so on, but there’s a greater cause behind this all. Slack has significantly changed and turned into a great IT company with a huge audience, on which it’s oriented. The Designist
- 44. 3. Story No3: With the people
- 47. ?
- 49. 1973
- 53. Getting On First Name Terms with America
- 54. We've closed the gap from the what people feel in their hearts and see in their minds, and what they will now engage within the world has the same level of love and quality. Jones Knowles Ritchie
- 55. Story No4: A new value set
- 64. Instead of the technical details and jargon that consumed the industry. Through a unique visual and verbal language, we developed a quirky and lovable personality with which customers were eager to engage Red Antler
- 69. Story No5: Back to the Future
- 80. Neo-Hippie
- 81. 4 Take Aways 1. A shift away from control 2. Brands are doing all they can to get closer to consumers 3. Idealistic- or realistic- do they have what it really takes? 4. Logo is still important- but other things like user-experience and customer experience customer experience also matter-- they increasingly shape our perceptions
- 82. 4 Take Aways 1. A shift away from control 2. Brands are doing all they can to get closer to consumers 3. Idealistic- or realistic- do they have what it really takes? 4. Logo is still important- but other things like user-experience and customer experience also matter-- they increasingly shape our perceptions
- 83. 4 Take Aways 1. A shift away from control 2. Brands are doing all they can to get closer to consumers 3. Idealistic- or realistic- do they have what it really takes? 4. Logo is still important- but other things like user-experience and customer experience also matter-- they increasingly shape our perceptions
- 84. 4 Take Aways 1. A shift away from control 2. Brands are doing all they can to get closer to consumers 3. Idealistic- or realistic- do they have what it really takes? 4. Logo is still important- but other things like user-experience and customer experience also matter - they increasingly shape our perceptions
Notas del editor
- I have set myself the ambitious task of trying to parse out something from the evolution of brand identities in terms of what we can learn from them about the changing nature of brand trust. A brands identity is what marketing professor Byron Sharp describes as a distinctive asset- something that helps trigger brand associations and when it changes it’s the first signal of a new intent on behalf of the brand or company. So, looking at recent changes from a range of companies provides a good lens to see how brands want to alter themselves in the eyes of consumers.
- There are three parts to this presentation a quick background on logo history, 5 stories about 6 logos and finally a conclusion about what these current stories tell us about the nature of trust.
- This is where it all started the branding of livestock and apparently this has been going on since ancient Egyptian times. Brand as a word has been with us since the Middle Ages and is less ancient but we know its entomology as German for burning.
- The burned mark was how you could tell your livestock from other peoples it was a symbol of quality and a way to protect your valuable assets
- One of the world’s first registered trademarks was Bass in 1876, so desperate were they for the trademark that they sent someone to wait overnight to get the first trademark on the first day the office in the UK opened .The company was desperate from protection since fake Bass beers had been appearing all over the world. Obviously, these fake beers could not be trusted to be of the same quality as the one brewed in Burton, England and all the fakes were undermining the reputation of the original.
- So iconic was the Bass branding at the time that it was celebrated in the paintings of Picasso and Manet.
- One of the most famous designers of brand logos, Paul Rand ( think IBM, UPS and ABC) understood that most corporate logos were not symbols as Carl Jung had defined – their power was limited to the representation of the company – to Jung- corporate logos were signs, not symbols, as their meaning was clearly defined and contained . Although the logo, font and name are vessels into which meaning is injected they play a critical role. They are the sign off at the end of advertising, what goes on the board at the stadium, the store sign and the most prominent part of packaging. They are there to be noticed and remembered- and if they do not act as triggers and connectors they are not doing their job
- One can argue that there are just a handful of global brands that have reached the Jungian symbolic heights and when they adorn people’s bodies- they might have achieved some kind of quasi-religious transcendence.
- SO, given all of that what can some recent logo designs tell us about how brand trust is evolving ? To do this, I am going to tell 5 stories about 6 recent logo designs
- A brands identity is what marketing professor Byron Sharp describes as a distinctive asset- something that helps trigger brand associations and when it changes it’s the first signal of a new intent on behalf of the brand or company.
- Story No1- Luxury comes RIGHT down to earth- maybe I should add with a bang.
- This is the very first logo design for Burberry and it was the winning entry from a competition held in 1901
- The knight on horseback with Prosum- meaning forward in Latin on his flag emerged in 1904 – this logo made sense when you are making trench coats that are supposed to endure the elements.
- As the company grew and evolved- the knight grew less prominent and London emerged as a critical new piece of the brand story
- The knight finally disappeared and London remained- the brand was less about durability and more about embracing the progressive youthful sense and spirit of London
- That is where it stood for 20 years until last year when a new creative director was hired who appointed a man who was famous for designing record sleeves was asked to re-design the mark.
- Peter Saville – responsible for designing one of the most iconic pieces of album art ever made
- And went on to make dozens of other iconic album designs
- What Saville did to Burberry was to create a clean slate- it was what the new creative director wanted – a new palate He wanted an extendable platform that anything can be put into
- Distinct from the brand mark, Saville made a new iconic pattern – a monogram which is the only thing that harkens back to any heritage through type
- It truly is a new vessel that can be filled with new meaning for a global brand by the new creative director
- The reason those pieces got stripped away is because luxury is no longer what it once was- what was once highly aspirational and only for a few and only for a few occasions is now accessible to many more globally and for some of the fortunate ones, it is almost an everyday brand As Saville explains in his own words A democratization in some way…expertise is in the hands of the people- not the fashion houses. They are the ones dictating decision making- not the other way around Burberry now, is a little less locked in a London mansion and more on the streets with the people, or in the social channels…
- What is especially interesting is that the correspondence between Saville and the creative director was posted on Instagram – as if to a prove a point…
- The brand new Burberry campaign with Gigi Hadid
- Story No2 – We Live in a Digital World……so your logo has to as well….
- In a world of digital and internet money and payment, where trust is so important, in the C21st Mastercard’s logo was looking like a historic relic It was certainly lacking in modernity but it was also not a true reflection of the business which was becoming way more than just a credit card The other problem with the old logo is that it did not work too well in digital
- The first move in the re-design to separate the brand name away from the symbol and evolve the symbol to make it more stand alone.
- The real aspiration here and Mastercard’s own research showed that it doesn’t really need the name for brand recognition.
- And the desire here is to become a Jungian symbol like Apple and Nike…but I have not seen the company display that much confidence – at Champions League games stadium signage would be perfect opportunity to just go with the symbol, but they don’t seem to be ready just yet and I don’t imagine people are quite ready to tattoo the Mastercard logo on their body unless they are being paid a lot of money to do so.
- Another brand that lives firmly in the digital world is the work collaboration tool Slack
- For an idea that was created VERY much by accident as an internal chat app for a company that made games- it had an identity, but lacked the system you would get with a bigger, more established brand just wasn’t there
- As the company grew- the lack of standards resulted in something akin to chaos…
- So- they went to the design firm Pentagram to get some order to their identity…. Not a radical change- the key hashtag element remains…but it is made to work across different environments
- Naturally, the reaction from Slack users was not positive, who were like the first fans of an Indy band who feel such a strong sense of ownership and get annoyed when the band gets more popular and more successful. Slack had grown up from the grassroots with workers in organizations and it now had to look respectable to CFO and CEOs and of course Wall Street WITH the upcoming IPO. So, the change was still about getting the brand to be trusted, just by a different crowd . The multibillion-dollar question for Slack is can they straddle the line between the two and be trusted by both audiences- their users and the top bosses.
- Story No3- Another story of a brand wanting to get closer to its people. By being more colloquial.
- Dunkin Donuts is one of the giants in the global business of fast food and this is the first store where it started
- These are the various identities of the brand through the years including something in the middle that looks like a baby throwing a pancake
- This here is the identity that most people are familiar with
- When the designers at Jones Knowles Ritchie were doing their research for the re-design they found the type that the brand was using in 1973 and worked on updating this for the new design.
- This is where they landed
- And what the brands marketing department described the unveiling as getting on first name terms with America. Dunkin Donuts is a much-loved brand especially in the North East and its fans often refer to it as Dunkin so this move was about simply taking the brand back to the people.
- And in so doing forcing a wedge between its rival Starbucks, Dunkin is huge in the coffee business. Starbucks is the pretentious coffee snob, with dozens of varieties and luxurious Reserve locations while Dunkin is the blue collar approachable and friendly brand that America runs on.
- The shift is also strategic- they do not really want to be in the donut business anymore. Not really on trend from a healthy food perspective and just being tied to donuts is somewhat limiting. the brand wants to be recognized and trusted for making and selling other foods and drinks
- To tell the next story- we first need to examine the forces that led to the creation of the next brand. There are three ingredients;
- the stock market crash of 2008 which gave rise to a new frugality from consumers and value became key…force
- no 2 is the rise of the millennial generation who were not only growing in number, but also in influence and this generation was looking for something different than prior generations
- generations and it was these forces plus the growth in scalable technologies that has given rise to a whole new breed of brands called DTC….direct to consumer. A subject very well documented by the IAB in their 2018 report- DTC Brands and the New Direct Economy These brands exist in multiple categories and are nearly always competing against legacy players who might have power in their presence and ubiquity but are often weak in the level of trust the consumer has for the brand
- DTC vs Procter
- One such example is mattress firm- a giant of the industry with multiple points of sale and a rather unsavory reputation for selling people expensive mattress they probably did not need.
- This is the market that Casper swept into 5 years ago with an idea that all the world needed was one mattress not the personalized ones of the legacy players
- but one that was affordable, came in a box and could be ordered over the internet
- The friendly name and its minimal design served to signal a dramatic shift away from the past to a brand that was on the side of the consumer and was a part of to a new era where brands would form closer bonds to their consumers not through advertising and promotions but by what they did and how they did- the idea was to do something radically different to the incumbent experience and propel this difference via social media, and CRM and the most trusted source of all- word of mouth.
- Five years is a long time and the Casper brand has grown to the point that it now believes retail stores are an important part of its business, but you can see how fresh and minimal this looks compared to the cluttered and chaotic world of Mattress Firm. They look like places you want to go to- rather than have to go to and places where it seems like it would be ok to go into just to learn more. Casper is now expanding the brand into the world of sleep stretching beyond the simple mattress and of course planning to go IPO
- The final story is about Greek yogurt brand Chobani started over 10 years ago by a Turkish immigrant to the US. They did not invent Greek yogurt in the US, but they propelled it into mass consciousness fueled by healthier eating trends
- and caught the global multinationals like General Mills asleep at the wheel. Chobani quickly became a cult challenger brand through its rapid expansion into multiple product lines and product excellence. It changed the game.
- 10 years on the multinationals and others had caught on and were now challenging the brand and had launched rivals and copycats. Chobani was being squeezed. So, they used design to leverage the under-utilized part of their brand their friendliness, the quality of the product and their wholesome nature. To capture this, for inspiration they went backwards…to the 1970s… As you can see the design is a radical shift from where they were and allows them to capture something unique To capture this, for inspiration they went backwards…to the 1970s…
- In this slide you can see the logo compared to the whole earth catalog from 1970. A bible for the alternative movement of people looking for a more natural, off the grid lifestyle.
- Dare I say the arrival of the neo-hippie makes a great deal of sense. Chobani is one of the pioneers in a movement away from the clean minimalism and sans serif type of brands like Casper to something different and even more friendly. A world inspired by nostalgia and folksiness – a place where brands might be able to have some imperfections and flaws and are a little less predictable and more human. Today’s new brands are now looking to create warmth and approachability to gain the trust of consumers.
- All brands I have shared with you today are looking to use their identity to get closer to people- the notion of the corporation with executives stuck in the clouds in the top floor of a skyscraper, pushing ads at people, speaking only corporate speak and unable to engage on a human level is how brands used to be. They almost saw their consistency, aloofness and rigidity as qualities that helped give their brand its stature. This was the age when channels and interaction were limited but the digital age changes all that- because our experience and experiences define the identity of a brand.
- But since my topic has been all about identity changes, what I hope I have shown is even the most aspirational and expensive brands have been forced to change to unbutton the top button of their shirt and roll up their sleeves. But this is about more than just appearances there is an expectation that comes with this new-found approachability that consumers will have different experiences and to deliver these companies will need to be more transparent and more connected to their customers.
- Changing the logo is meaningless unless it is accompanied by simultaneous internal cultural change that gives rise to a new approach and drive towards customer centricity. What I have shown today are examples of companies that have made the shift- how complete their cultural transformations have been, if at all, remain to be seen. Since we live in a digital world brands live there too, but simply being there and living there are two different things. If you can’t be human, conversational and responsive- you are just simply there and aren’t fully present While many of the identify transformations, I have mentioned are for all about stretching the brands into new territories in order to be trusted and accrue significant value from that trust. They will all fail in their endeavors if they don’t truly acknowledge what it takes to deliver to todays consumer. As Paul Rand said it is not what it looks like but what it does that defines the symbol.