Value of a logo


A logo is the face of a brand. A brand is made up of everything and anything that the customer comes in contact with. The brand is the sum of the product, the sales counter, the sales person’s first ‘good-morning’, and last ‘goodbye’. The brand is the quality of product, the quality of service, the manufacturing process, the raw materials, the warehouse, the website, the social media tone of voice, the interaction.

In the simplest form, the brand is the perceived experience.

The logo represents the experience. But, this does not happen overnight. A truly great logo represents the product or service so honestly that when the customer sees the logo, they can taste the coca cola, feel the craftsmanship of the Rolex, the smell of the inside of the brand new BMW. A logo should emote the preconceived expectation of the experience based on the individual's experiences with the brand. The value of this expected experience is infinitely important to a company.


About the author, Adam

Adam is the design director of BrandCraft. Originally from the UK, Adam graduated with a Masters Degree in design from Goldsmiths University of London. Adam is a member of the New York Art Directors Club and D&AD. In 2014 Adam was shortlisted for Design Week’s Rising Star Award and in 2015 was appointed as a Global Brand Consultant for JP Morgan.

Adam has worked with clients in the UK, USA, Hong Kong, Tokyo, South Korea and China and has had self-initiated art and design projects exhibited at various galleries and museums including the Victoria & Albert Museum of Art and Design.

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