This morning, on Today – yes, I listen to it a lot on the way into work – I heard an interview with some fool who was associated with the London Olympics logo, discussing the possible change to the Barclays ‘eagle’ logo if it were bought out by Dutch Bank ABN AMRO on account of it having Nazi associations.
The main thrust of his argument seemed to be that ‘the eagle doesn’t have Nazi associations’. Well, he might think it doesn’t but maybe a lot of other people do. Isn’t this precisely the same arrogance as displayed with the London logo, that design-wise it ticked every box (it doesn’t btw, see below) but they forgot whether people would like it? Talk about forgetting key stakeholders…
Which leads me back to the London logo. After reading some valid criticism of it recently I can see that it doesn’t really work as a logo anyway. You see the Olympic rings and the ‘london’ text in it? Well, how will that scale? If you make it the size of a postage stamp – ie something which works on letterheads or business cards – then you won’t be able to read it. I was discussing it recently with a colleague and he reckons that really the designers haven’t created a logo, they’ve created a brand that other brands can hang off. I think this means that, for example, Coke or MacD will be able to place their logos within the London logo, but I’m not sure. If someone who knows more about this could let me know, that would be great.
And while we’re on the subject of branding, another conversation with another ex-colleague recently kicked the legs from under my great idea for a Cheddarvision-like campaign. The whole point of Cheddarvision and similar feeds is that people feel they have discovered them, that they ‘own’ them, and the emotion associated with that is pride: pride to own the brand. For projects such as mine, the brand would get in the way. So therein lies the challenge: allow your consumers to have pride in owning your brand while still influencing it. Toughie.
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