PENNIE ARCADE: The official blog of Pennie Works Studio

A Rose by Any Other Name

18 Jul 2018

 

The idea the Bard expressed has to do with the brand of the rose. The term implies characteristics that the end-user expects. He or she anticipates beauty, a certain inviting fragrance, thorns and all the emotional connections that the giving suggests. In this segment of Logos 101, I want to touch on the emotional connections that a logo brings with it.

 

One of the best ways I have discovered to illustrate branding is by using automobile nameplates. It goes something like this:

Which of these two cars is the most adventurous, Honda or Subaru?

Which of these two cars is the most reliable, Toyota or Chrysler?

Which of these two cars is the most youthful, Buick or Kia?

Which of these two cars is the most family oriented, Chevrolet or Mazda?

 

We could quibble about which is the correct answer. But if you can make any distinction, it can only be explained because you have been influenced by that car manufacture's brand.

 

So the caution for a new business is this. You still have a brand. The brand is whatever is typical for a new company. Even so, the opportunity presents to remold the "new thing" brand to one that supports your business model.

 

For the established brand, the caution is this. Changing a tagline, graphics, marks, and logos, typically called rebranding, does not really change the brand. It's like calling a rose a carnation. It is still a rose.

 

Rebranding can be a useful tool to improve the brand of any poorly reputed enterprise only if the root causes for a weak brand are remedied.

Tags: My typographical thorn in the flesh

Share on Facebook
Share on Twitter
Please reload

Featured Posts

Paying It Forward Through Kiva

July 7, 2018

1/5
Please reload

Recent Posts

July 27, 2018

February 26, 2018

February 9, 2018

January 26, 2018

Please reload

Archive