• http://www.dresgar.com/ Andy G

    Great post, but I feel it’s a little misguided. Just as the criticized marketers that seem to be establishing their logo from the 30,000 ft view, the comparison of the behemoth that is Google to any smaller company trying to build a brand is somewhat ridiculous. The reason that the name Google no longer brings to mind a product is because it’s not a single product. It’s become an amalgamation of everything that Google makes, which is A LOT. I still firmly believe that a logo can still be and is still useful based not only off its intrinsic properties of being attractive (or not), but also as a key identifier for the brand value promised by a company. It’s the same reason, to make a comparison the size of Google, that Apple’s logo is still as relevant as it ever has been. Probably even more so. I agree that in the so-called “third age” of branding that a logo takes a back seat to a great many things that will ultimately affect the brand in the long run, but to say that it’s irrelevant seems almost ignorant to me. Visual identity is and forever will be one of the key identifiers of a brand’s promise. As sure as some people Campbell’s chicken noodle soup and some people eat Progresso. It’s all the same soup. But the brands say different things. And, despite what the author of this post may claim, it has more to do with the logo than even the people buying it realize.

  • penina

    I agree that using Google as an example may collide with too many other factors, but I disagree about Tim’s points being misguided. Chipotle has been an interesting example, particularly because of its willingness to occasionally give logo a back seat while it emphasizes values, as in the Scarecrow video they released recently (my notes about them and brand are here: http://bit.ly/166IfyC). At the other end of the spectrum is Microsoft IE’s uber-hip Magical Girl promo, which has people fascinated *and confused* because it implies promises about its product that have yet to be kept.

  • Sheila Carmody

    Branding is about establishing a purpose at the heart of the organisation and enabling the expression of that purpose to flow throughout the business, regardless of channel, media or touchpoint. – Brilliant