Logos are Dead?
Thursday, July 8th, 2010
Recently, professionals have been debating the issues of whether or not logos are dead: a waste of time, money and effort. Some believe that in today’s digital age, logotypes will and have replaced logos as staples of brand identity. Still, others believe that iconic symbols are the cornerstone of visual identity. We believe the argument is centered around the wrong question. The question should be: “Which is more effective, logo or logotype?” We’ll let you answer that question for yourself. Can you clearly identify the two brands above? One is a logo, the other a logotype. Which did you recognize first?
Exactly! We are a visual species. We use signals to understand and navigate our world. As consumers, we use brand signals to understand and navigate the marketplace. Those in the logotype camp don’t fully understand how consumers see their world nor do they understand how brand signals work.
So why are logos so critical?
