Consistent or Not Consistent with Logos? That is a Question.
NAB Convention #3: Google changes its logo every day. Is there brand confusion? Is there brand erosion? Is it branding? Are we thinking too strictly about logos conforming to a style guide and not enough about how people consume our logos? Deep questions to consider over coffee.
I believe we’ve all become too uptight when it comes to logos. It is a nice rule that we all need to follow certain guidelines, but when opportunities arise to enlighten and excite our brand, we need to seize the day, like Google does.
I saw one of these moments at the NAB convention. The Starbucks, an incredibly restrictive brander when it comes to their logo and look, bastardized their logo in the convention area. It caused me to take a second look. And it made me smile. And it caused me to take a photo.
Now that is a logo with pulling power. Not because it was consistent, but because it wasn’t consistent with the brand. It was consistent to the environment. It was zagging when everyone is zigging. I love Starbucks. Do I love them less because of a logo change or do I love them more now? I’ll finish my latte and let you know.