How valuable are logos?

By Angelo Fernando on May 16th, 2008 In Marketing

What’s your position on logos? Consider these two trends.

Exhibit A: Flogos. As in foam bubble logos. The story this week about lighter-than-air logos that could be produced as large as 4 feet wide. (ironic note: They “pop just like bubbles and disappear when they hit a tree or building…”)

Exhibit B: Starbucks Logo. There is some discussion as to what Starbucks is up to with a retro logo. Howard Schultz believes it will be disruptive – “We want people to talk about it.” One person commenting on the story said: “Turns out fickle trendies no longer want a corporate tatoo. So SB has turned chameleon and adopted indie coloration…”

Are logos over-rated? Do we tend to attribute too many things to a logo?

How valuable are logos?

Comments

Diane D'Angelo Says:
May 16th, 2008 at 4:37 pm

I think logos are quite valuable. What I would like to know is if anyone has research on the ROI of giveaways: pens, post-it notes — you know, swag.

Jodi Says:
May 16th, 2008 at 4:56 pm

ROI on giveaways…toughie. Typical giveaways are meant to be just as said, giveaways with nothing expected in return. Except for the hope that the person receiving the giveaway actually uses the items or places them on their desk and over time those items create brand recognition which is a weak argument in itself. Unless we’re talking swag at Sundance, and even then I wouldn’t get hung up on trying to capture an ROI on giveaways like pens and post-its. Treat it as a nice gesture.

Dan Wool Says:
May 17th, 2008 at 6:47 am

If you visit a Starbucks, it’s all about 1971 and the introduction of Seattle-evocative Pike Place Blend right now. In the coffee war with McDonald’s the retro Starbucks logo along with these bits of support, reinforce who was there first and who the coffee specialists are. While others were doing burgers in 1971, we were reinventing coffee. I like it.

In a world where people increasingly read less, adapting a logo like this to an overall theme or campaign takes on greater significance. They’ll eventually return to the green one, just like they do after Christmas.

Alison Says:
May 19th, 2008 at 2:20 pm

Did you happen to catch the Mike Sunnucks BJ article online about this? He quoted marketing/comm professionals. It is posted at http://www.bizjournals.com/phoenix/stories/2008/05/12/daily61.html?surround=lfn

Dan Wool Says:
May 19th, 2008 at 3:51 pm

Oh, you mean…like… YOU??!! ;-)

Len Gutman Says:
May 19th, 2008 at 4:08 pm

Freaking classic quote Allison:

“Nothing makes me want coffee more than a limber mermaid queen,” said Allison Bailin, a PR executive with Phoenix-based HMA Public Relations.

joel Says:
May 21st, 2008 at 6:39 pm

logos. so many styles. there has to be effort associated along with your “brand” no matter how large or small. when you’ve got the budget of Pepsi or Enterprise it’s easy to push the consumers face into it. when you are a small business owner, it takes a little help from (at time) someone who knows this. logos are important. not so much in their style, but how they are distributed.

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