Brand Logo – Does Age Culminate into Popularity?
What does the Nike logo mean to someone who never saw it before? It’s just a tick mark! Some people may connect it with Greek mythology and say that it’s the wing of Goddess Nike, but does the swoosh look like a wing anyway? There are several other companies that use abstract logos to empower their brand and designers argue that an emblem does not need to describe the business it represents.
The main purpose of creating a logo is to establish unique corporate identity and to connect with consumers. If that is true then how do they say that an abstract insignia is great for branding? When people don’t know what you offer, how can they connect with your business? I think that popularity of a logo does not solely depend on its design, promotion and time matters a lot. That is why, startup companies hesitate to use an insignia that does not speak about their business.
You may love Apple, Starbucks or Nike emblems, but that is mainly due to their long time existence in the market. These companies advertise their products so heavily that people around the world know what they sell. You may have noticed that Nike always display the logo at the end of TVCs. Viewers love the shoes they see in the ads and the company intelligently connect the insignia with those shoes and other sports accessories to add value.
Nike insignia was not as famous as it is today. More interestingly, they redesigned the logo several time for effective marketing. Earlier they used the company name with insignia to make people aware of the company. The equation is pretty simple. When viewers saw a swoosh with the brand name, they immediately started searching for the company to know what they do. Nike manipulated this curiosity and started brand promotion. Gradually, people came to know about their business and after 20-30 years, it got an iconic status.
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