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Blog : Clever or Cred?


Clever or Cred?

By Todd Bridgland, Client Support- talent toolbox

One of the things we are big on at learnpurple is branding. Our dedication to this can be seen easily through everything that leaves the purple palace – and even in the office! People know instantly on receipt of materials that they’re from learnpurple and then associate our values with what they receive. We even go as far as to incorporate purple into our clothing so the same association occurs when you meet one of us. We live our brand.

We all know that brand image can tell us straight away what a product is by making it easily identifiable. However a great logo will also tell us what a company stands for. It will stick in someone’s mind and, in some cases, will be held with great affection and become iconic.

No greater example of this can be seen than with Apple Inc. The logo was created by the company founder Steve Jobs as a tribute to Sir Isaac Newton’s forward thinking after an apple fell on his head. On the day Steve Jobs died, people didn’t just pay their respects by leaving flowers and written tributes, they also left bitten apples – no-one had to explain what this rather unorthodox tribute meant.

Keeping things simple seems to be the trick with iconic brands. A couple of golden arches (designed initially to get the attention of passing motorists to stop for a snack meal) have adorned the famed fast-food restaurant chain since the 1950’s; remaining one of the first things you think of when someone says McDonalds to you.  Equally a simple white tick lets you know not only is the wearer sporting Nike, but they have the “Just do it” attitude that the company exports alongside it.

However, not all logos are universally liked; take for example the dual logos for the London 2012 Olympic and Paralympic games. They initially drew floods of criticism, with one journalist describing them as "a drunken one-night stand between a Teletubby and a Dalek”, however the controversy soon had people talking about London 2012. With each piece of publicity, the values of the games were communicated along with the controversial logo. Over time they have become one; as the event draws steadily closer, Wenlock and Mandeville have entered the subconscious and communicate ‘Twenty Twelve London’ whenever seen.

So is using a logo to communicate your values clever marketing or is it just a way of getting credibility?  I’d say yes, it IS clever marketing however it’s  marketing with what I like to call - CRED.

C = Coherent

All the messages coming out of your company have to hang together and add up to something meaningful. For example the McDonalds logo appears consistently throughout all packaging, advertisements and stores; meaning that even in an over-populated market like fast food, it still stands out.

 R = Relevant

The logo needs to connect with what the company stands for and what the audience cares about, so that the association fulfils needs and aspirations. For example, Nike’s logo of a simple tick communicates that you are doing something right.

E =Esteem

A great logo communicates the esteem in which a brand is held. It makes promises about the experience it delivers and reflects a set of values which are clearly endorsed by the company. For example, whether you have an i-phone, a MacBook or an i-pad the Apple logo communicates that you are buying into forward thinking technology.

D = Differentiation

Logos let the world at large see that your company is different. And executed well it allows you to stand apart from the pack, be noticed, make an impression and… ultimately become a preferred choice. For example at the recent Purple Learning Day, through the colours and logos used, all of the  course materials let delegates know that it was to be a learnpurple day…. And there is nothing more differentiated than that!

Does your company have a great logo?  What does your company’s branding say about your organisation?

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