But in the end, does my company need a logo or a branding job? I made my logo with a company last year, and they delivered it to me on the same day. But now it does not work anymore, it is outdated and does not generate identification with the concepts I want to pass on. What do I do about it?
These two questions are questions that we often hear around here and therein lies one of the great challenges for marketers who work with true branding. After all, Apple, BMW or Nissan brands, for example, were not created overnight, right? Here at MAVERICK 360 we do not solely create a logo, we offer branding. And below we explain why.
In summary, we can say that the logo is the symbol that represents everything the company is. He needs to gather as many concepts as possible about the business, translated graphically.
To make it more practical, let's take an example. Two very traditional brands recently reformulated their logos: BMW and Nissan. Both have changed and modernized their logos, making them more up-to-date. Some say that BMW, in 103 years of history, has made the most radical change, abandoning the traditional and secular black background, which is now hollow and the lines, circular elements and letters have gained a white tone. The logo lost the 3D effect, entering the wave of modernity and accompanying the application icons, in a flatter plane, which are so much part of the population's daily life.
The central matter is that, as indispensable as a logo is, it cannot be solely responsible for conveying the brand's value. It is just one of the elements that make up the visual identity. When we talk about branding, countless possibilities arise: quantitative and qualitative research, visual identity, colors, fonts, spellings, language, tone of voice, communication pattern in the most diverse channels used, identification of audience perceptions regarding the brand and a series of of other factors.
Returning to the example of BMW, we can still say that, in their case, the evolution in the logo probably also brought changes in the branding and in the entire set of elements that make up the brand's visual identity. Another very recent example of logo modernization was that of Nissan, which followed the same trend as BMW, betting on the retro flat model (learn more by clicking here). To have an idea of the size of the process and the time it took, if we consider a brand the size of Nissan, the redesign began to be studied in 2017 and was only officially presented in July 2020 (this month). In other words, the process is neither simple nor easy.
All the work that defines the best choices for brand standards and communications, applied across different channels and media, is called branding. It is the research, study and creation in which the entire brand concept is built and transmitted to the market, whether through speech, positioning, or visual identity.
It is worthy to be addressed: in three years of study, have you ever wondered how many points and choices Nissan took into consideration before its new identity was made public? How much research was done? How many dozens or hundreds of versions were created and improved? Of course, we adapted the processes to the reality of the SME market and managed to offer an in-depth study in a few weeks, resulting in a brand with solid concepts capable of withstanding time where, even if there are updates after a decade of life, the basic conceptual principles will always be present in the logo's timeline. In other words, our goal is to create timeless brands. Have you ever thought about how your brand will be recognized 10 years from now? Plan it now.