Friday, October 19, 2012

Logos are meaningless

I'm tapping into the archives this Friday. I figure a posting a rerun every once in while can't hurt, based on how many people still watch Seinfeld and M*A*S*H.

Your logo doesn't mean anything until you make it mean something.

Nike's logo didn't mean athletic performance before Bo Jackson, Michael Jordan and others put the shoes on their feet and started appearing in their commercials.

Apple's logo didn't stand for intuitive computing until the products they put it on delivered on that promise.

BMW's badge didn't stand for the ultimate driving machine until the products underneath them proved themselves on the track and on the street.

Your logo only becomes meaningful through your products, your actions and your communications.

Don't worry too much about what your new logo means. Worry more about how you're going to make it meaningful.

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