The logo or Brand Mark does communicate stories or design cues to its audience. Hence, it is one of the first and important visuals a brand can have. Brand marks can be simply the spelling or word that consitute the brand like Google or Facebook.
Have your stories told...
One of the most interesting Brand Mark stories is Starbuck. How Starbucks is named after a character from the novel Moby Dick and the twin tail siren design is derived from a 17th century Norse Woodcut. If a brand has a story, why not tell it? Have storytellers within the tribe to romance about how the Brand Mark and name came about.
Subconscious mind play a role too
Our subconscious mind plays an important role when we look at Brand Marks. Depending on our individual experiences, culture and beliefs, Brand Marks communicate subconsciously to us. One of the forefront thinkers of subconscious research is Dr Zaltman who pioneered an elicitation technique to understand and decipher how our subconsicous thoughts are affecting our everyday decisions. It has been proven that 90% of our decisions are made sub consciously or without actively thinking about it. Hence, the choice of design cues are affecting our views of the Brand Mark beyond superficiously.
Design houses and brand agencies are offering brand design as part of the total consultancy package to clients. What they often fail to offer is the deciphering of meanings behind these logo beyond the surface. These are again cues which are controlled by culture, beliefs and values which their customers are residing. Sensitivity to such issues will allow the brand to grow, penetrate the minds of consumers today.
This is one of the original logo of Starbucks. Source Wikipedia.
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