talk about…logo design and branding
What is branding? it is the perception your client or customer has based on their experiences (visual and actual), impressions and knowledge of your product or service. Some of these perceptions you can influence, and some you can’t. That’s why it is so important to project the right image no matter how big or small your business is. The most important element is your logo design… when is the last time you had a good look at your logo? do you know what your most successful competitors logo look like? how do you measure up?
How often do you think Coca-Cola have changed/evolved their logo since it’s inception? The logo first appeared not as the script font you see today but as slab serif font (basically a typewriter font) in 1886. The first label didn’t appear until the 1900’s and up until 1940’s the logo underwent dozens of variations. From then on the logo that emerged from all these changes was used consistently. In the late 1950’s the logo appeared within a shape, the ‘wave’ was introduced in the 1960’s. Sometimes companies get it wrong, even companies a big as Coca-Cola, who in 1985 introduce a new logo ignoring ‘their past’ but it wasn’t long before they reverted to the beautiful script logo they use today.
Coca-Cola are very aware of their market, competitors and their consumers, so while they might have reached a place where they are happy with their logo they were not afraid to experiment. Today their logo remains consistent but they continually push the brand by using images and graphic elements to support the logo keeping it aimed firmly in the number one market position.
Really interesting article. The Coca Cola brand is so strong that they sell merchandise with the logo on it – it shows a brand has really gone to another level when people will buy itmes just because your logo is on them. For some reason Coca Cola remind me of Christmas. It must be those great Christmas ads they do.
Hi Beatrice, you are so right I can hear the jingle, would have loved to be the Graphic Designers on that one.
Colette
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