Fear of being different: Navigating brand identities in a sea of sameness

Introduction

Imagine stepping into a bustling coffee shop. What catches your eye? Perhaps it’s the quirky logo with a steaming cup and stylized lettering. That logo isn’t just a pretty picture; it’s the face of the brand, evoking emotions and setting expectations. Welcome to the world of brand identities and graphic design, where standing out is both an art and a necessity.

The Power of an Iconic Logo

A logo is more than just a visual mark; it’s the first impression that greets customers. Consider iconic logos like McDonald’s Golden Arches or Apple’s bitten Apple. With a glance, you instantly recognise the brand and likely have associations or emotions attached. Whether it’s craving for fries or tech enthusiasm, these logos leave a lasting impact.

Types of Logos

1. Wordmarks: Think Google’s colourful logotype or Sony’s stylized text treatment. These rely on unique lettering and typography.
2. Lettermarks: Using just initials (like HBO or NASA), these work well when your company name is a mouthful.
3. Pictorial Marks/Brand Marks: Iconic symbols like Apple’s apple or Twitter’s bird.
4. Abstract/Geometric Logos: Simple yet powerful, such as Adidas’ triple stripes or Nike’s Swoosh.
5. Mascot Logos: Illustrated characters like the Michelin Man or Ronald McDonald.
6. Combination Marks: Blending multiple styles into a cohesive logo, like Doritos’ red chips and iconic lettering.

Remember, legendary logos are deceptively simple, but that simplicity is precisely what makes them brilliant and memorable.

Beyond the Logo: Brand Identity

A brand identity goes deeper than a logo slapped on a website. It’s an overarching strategy that shapes how your entire brand looks, feels, and communicates across every touchpoint. Here’s what it encompasses:

1. Purpose, Vision, and Core Values: These define your brand’s essence.
2. Brand Personality: Is your brand fun, luxurious, or eco-conscious?
3. Visual Elements: Colours, typography, and imagery.
4. Consistency: Ensuring a unified experience across platforms.

The Fear of Blending In

Many businesses and organisations strive to be different but end up fading into the background. Why does this happen?

1. Fear of Risk: Standing out requires bold choices, and some fear the unknown.
2. Market Trends: Following trends can lead to sameness.
3. Lack of Authenticity: Trying too hard to be different can backfire.

Case Studies: Standout or Fade Away?

1. Blockbuster vs. Netflix

Blockbuster clung to its brick-and-mortar model while Netflix embraced streaming. Result? Blockbuster faded away, and Netflix became a household name.

2. Gap’s Logo Redesign Debacle

Gap’s sudden logo change in 2010 sparked outrage. The new design lacked authenticity, and customers missed the old logo. Gap eventually reverted to the classic blue box.

3. Coca-Cola’s Bold Move

In 1985, Coca-Cola introduced “New Coke.” The backlash was intense, but it led to a resurgence of love for the original formula. Sometimes, even failure can make you stand out.

Conclusion: Standout or Fade Away?

As you navigate the world of brand identities, remember that being different isn’t about flashy gimmicks. It’s about authenticity, consistency, and understanding your audience. So, will your brand stand out or fade away? The choice is yours.

Playing it safe is easy. But standing out? That takes guts. We’re here to help you choose the latter. Let’s create a brand that demands attention, sparks conversations, and leaves a lasting impression.

Excell Design & Marketing

P.S. If you’re sipping coffee while reading this, take a moment to appreciate the coffee shop’s logo. It’s doing its job!