Should a good logo communicate a brand's "mood", or the actual product it sells?

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Jean Louis Poirot's picture
Joined: 25 Jul 2014 - 10:40am
Should a good logo communicate a brand's "mood", or the actual product it sells?
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What is your opinion? I believe it would be rather tacky if all logo's should literally communicate what they sell.

Can you see on these logo's that http://www.fratellirossetti.com/ sells Italian shoes and http://www.blacktomato.com/, luxury holidays? Nevertheless they are successful brands. Rossetti communicates timeless style, Black Tomato unconventional experiences. That's enough, no?

Cory Maylett's picture
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Joined: 18 Jan 2007 - 1:11am
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I don't think there's a should or should not choice between being literal or abstract. Either can work, but logos designed to convey the personality the the organization or product they represent usually work better, even though many clients tend to want something more concrete and representational.

James Michaels's picture
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Joined: 6 Mar 2010 - 12:54am
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A logo's purpose is just to identify the company, hopefully in a way that captures some of the company's spirit. Some of the most famous logos — Apple, Mercedes, Nike, Izod, Paramount, Shell Oil, etc — communicate little or nothing about the company's products.

If you can also communicate the company's products, that can be good but generally doesn't work well unless the company is known for just ONE service or product. A real estate company, for example.

It's the marketing that makes people remember the logo and associate it with the company and its products.

Neil Caldwell's picture
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Joined: 8 Jan 2010 - 12:11am
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A logo is only successful by association.