What's With the Truck?

People often try to run before they can crawl when visually representing their brand via a logo, website look and feel, etc.  That's like frosting cake batter before it's a baked cake.

• 
  Posted by Jeff Fisher, Portland, Oregon | Mar 07, 2008

  There may actually be a reason for the truck. Perhaps it is a simple as making the viewer ask "What's with the truck?" It did make you remember the image - whether you think it is directly related to the individual's business or not.

  Years ago I had a very interesting woman come to me for the creation of her logo. She was a motivational speaker who used singing to convey her message to audiences. In discussing her identity project she clearly explained what she wanted/needed to convey to her target market - and then she added "Oh, and the logo needs to have a fish in it?"

  I immediately asked, "Why a fish?"

  She responded, "To make you ask that particular question."

  She then told me that she would send me a video of her presentation and I would understand everything completely after viewing the tape. After getting and viewing the tape, I had the answer to "Why a fish?" It had EVERYTHING to do with her business, message and marketing strategy.

  Often, when someone saw her logo, she would be asked "Why a fish?" With that question she then had them "hooked" into a discussion about her business, why they needed to hire her as a motivational speaker, and what kind of results she could offer. I'm not going to explain the reasoning in detail -- but it was a perfect addition to her logo on several levels when you knew her and understood the common message in her presentations. It gave people a bit of an "aha" moment when they "got it."

  Admittedly, sometimes a truck is just a truck slapped up next to a name in an attempt to create what might be called a logo. In other situations the graphic element within a logo may be there to get the viewer to ask just the right question.

  I also always recommend to clients that their logo not tell their target market EVERYTHING about their business - or there will be no questions to be asked by the potential customer.
• 
  Posted by Robert Preskill, Burlingame, California | Mar 07, 2008

  It's hard for me to remember logos (unless they are firmly placed into the public's mind through advertising). I feel the logo is a small part of the most solid brands. It seems like the overall look and feel of design, the content around a communication, all take far more 'mindspace' than the logo.

  I often push for having my company redo our logo, but lately, I think it would be better if we juxtaposed it with something contrary to the logo yet true to our philosophy. Then the logo would take on new meanings.
• 
  Posted by Maria Ross, Seattle, Washington | Mar 07, 2008

  Great comments above! Thanks for engaging in the dialogue.

  To Jeff's point, I would argure that the woman with the fish had a clear intent of the feeling she was trying to evoke and the response she wanted, and that was the point I was making: the logo can communicate something but often people just see it as a pretty picture. So kudos to her for realizing the communication value.

  To Robert's point, I agree 100% - brand IS so much more than the logo. The logo is one small part of the brand experience. I talk to clients about conveying a brand visually (through logo, website, shop decor, packaging) and experientially (the caliber of customer service, the ease of the buying process, the product selection, the tone of the receptionist when he answers the phone). All these things convey an overall brand just as many things contribute to a person's overall personality. Logo is just a small part, but often people overlook that it can be used as yet another way to communicate and therefore gives someone an opportunity (should they choose) of communicating something. My main point is that people need to put thought into the logo and not necessarily just pick a "cool picture."

  I like your thought of maybe taking a step back before changing an established logo as reinvention can be confusing when you can sometimes solve the communication issue in a different way, as you suggest.
• 
  Posted by Maria Ross, Seattle, Washington | Mar 07, 2008

  And to further add to Jeff's point: just because something is memorable does not mean it makes the sales curve ramp in the right direction. I remembered the logo but did not seek him out since I could not figure out what his business really was. Same can be said for TV ads that are really funny and memorable but don't actually effectively sell more beer/cologne/cars. It's all about leading to persuade someone to purchase.
• 
  Posted by Jeff Fisher, Portland, Oregon | Mar 08, 2008

  Maria - I certainly agree with you. Very often I will remember a funny or particularly moving ad - but not the product or service being promoted. Having been involved in identity design for over 30 years I do tend to remember many logo designs - many times due to the fact they contain so many of the "don'ts" of basic identity design principles.

  By the way, my new book "Identity Crisis!" is about companies and organizations from around the world taking that step back and then proceeding on the redesign and rebranding of businesses and organizations. It's great to have both designers and clients share the process of creating a new identity.

  Some rebrandings are very successful and others - especially a few of major international corporations recently - are real "head scratchers," causing you to ask "what the heck were they thinking?" I always like checking out the examples at Brand New:

  www.underconsideration.com/brandnew/