1. Be purposeful
Every brand needs a purpose. Consumers assume brands are in business to make money, of course, but they also expect a well-defined and clearly communicated brand purpose...
People do not generally talk about “designing a business,” yet that is exactly what you do when you align the business goals with the customer experience. Taking a conscious decision to make this alignment is the first step in designing your business.
If you've ever wondered what makes a logo sticky, unforgettable even, you're not alone. Branding firm Siegel + Gale wanted to know too, but after finding little research providing any insight, the shop decided to look into it.
According to Siegel+Gale's new study, Logos Now, logos that are most memorable to the general public use a clear and simple design. Nike, Apple, McDonald's and Coca-Cola are the most memorable global logos; Google, Microsoft, Pepsi, Amazon, Target and Adidas round out the top 10.
"Simple was the word that came up above and beyond, more than anything else," said Brian Rafferty, global director of research insights for Siegel+Gale. "When people were asked what makes a logo memorable, it was simplicity."
The branding firm conducted an online study with 3,000 respondents in the U.S. and U.K. who were asked to evaluate logos for more than 100 of the world's largest brands.
According to the findings, memorable logos are 13 percent more likely to get consumers' attention, 7 percent more likely to make them want to learn more about the brand, and 6 percent more likely to suggest a company is more unique than others in its category.
"We now have a benchmark to look at what design can do," said Rafferty. "One of the things the study shows is that there's a familiarity bias in the sense that when people are familiar with brands, they're much more likely to assign positives, and they're much more likely to assign negatives to the same design if they're not familiar with it."
"You see the controversy that always comes up as soon as brands launch new logos," said Rafferty. "One of the things that's great about now having this basis is that we have the benchmark to kind of discount that familiarity bias and really evaluate if logos are doing the job they should be doing or not."
Plus, the study helps show what logo design can and can't do for brands.
"Often we get requests like, 'I really want my logo identity to show that we're trusted,' and we saw that that actually comes much more from the brand itself and not so much design," said Rafferty. "Design can indicate being traditional, but trust and respect—that's really something that's communicated more by what the brand does than the logo."
Here's a breakdown of the attributes associated with certain designs, per the study:
Geometric logos are more commonly associated with being powerful than other logo treatments. Logos with initials are a close second.
Serif wordmark logos are more commonly associated with being traditional than other logos. Font-based wordmarks come in a close second.
Warm and caring
Organic logos are nearly twice as likely to be associated with being warm or caring than any other logo types.
Illustrative custom wordmark logos are more commonly associated with being trendy than others.
Sophisticated or exclusive
Serif wordmark logos are more commonly associated with being "sophisticated" or "exclusive" than any other logos. In fact, no other logo treatment was in top consideration for being "sophisticated" or "exclusive."
Serif wordmark logos are most commonly associated with being respected. Geometric logos come in a close second.
Illustrative custom wordmark logos are about twice as likely to be associated with being fun as other logos.
Holding shape logos are more commonly associated with being approachable than any other logo treatments. No other logo treatment was in top consideration for being "approachable."
Illustrative custom wordmark logos are more commonly associated with being cool than other logos.
Holding shape logos are most associated with being original. No other treatment was in top consideration for being "original."
Initials logos are more commonly associated with being edgy than other logos.
Illustrative custom wordmark logos are more commonly associated with being friendly other logo treatments.
Holding shape and initials logos are almost equally associated with being reliable, making them tops for that attribute.
Illustrative custom wordmark logos are more commonly associated with being stylish than any other logo treatment.
Organic and geometric logos are almost equally associated with being innovative, tops for that attribute.
So often I see so many brands in the same industry engaged in the perception battle. Take the Australian retail carpet sector for example. They are all engaged in creating noise that their product is cheaper, faster and of higher quality than the competition.
Yet, in the minds of customers they all offer pretty much the same thing, making it even more difficult for any particular one to stand out. It’s difficult to choose between them because their strategy is product centric not customer centric. Meaning, no particular company stands out as the one attempting to make a customers life easier.
No brand is cutting through the noise and positioning themselves as the only choice in the minds of consumers.
But, there’s a way to cut through.
By making a few changes often just to the Brand Identity and by alluding to the specific attributes of the brand, we can enhance the brand reputation so it becomes the clear and only choice in the minds of consumers.
We are in the art of good design and we start the process through our tailored Brand Workshops. They are a good start in getting to know your brand again and allowing you to pave the way forward.
One of the key benefits of branding and design is the ability to increase value perception and therefore price premium.
Choose you more often, delivering income through extra volume.
Pay more for the product, delivering income through charging higher prices, or
Be more resilient to discounting.
Customers are more likely to stick with a brand that they trust, or try it in the future indicating lower risk and likely future growth.
Good branding literally predisposes customers to choose you for what you do best.
I love it when I enter into a retail space that exemplifies thought. It exudes a particular type of attention that when done right, commands attention from the customer. You feel good in that space, almost like you have been considered and appreciated. There’s a particular level of empathy - like that brand understands what you are needing to feel connected and happy.
Do your customers talk about your retail spaces? Do they share selfies? Do they talk about it even after the experience has ended? Are you taking advantage of the indelible sensory experience your space provides?
It’s basically how well you walk your talk. The brands around the world that invest in their Brand Experience, on average, sell more, demand higher price premiums and have greater customer engagement. Don’t you want that for your brand?
If you’re needing ideas check out our Brand Experience Case Studies that have won awards in areas of excellence in Brand spaces.
All successful businesses create products that make people’s lives easier, allowing them to achieve their goals faster, use their time better or keep them safer.
Whether you’re a kitchen tool manufacturer creating better home cooks, an equipment hire company making life easier for construction companies, or an iconic ferry service making the journey part of the entertainment, they all achieve their aspirations by being easily chosen by everyone that benefits from their offer.
And your identity is how customers will recognise you and learn to trust your presence in their lives as a beneficial one. So it’s essential to business success.
We’ve created iconic and trusted brand identities for some of the most well known global brands.
Iconika has been chosen by some globally recognised brands, not just for our creativity, but importantly for the value our work creates for business.