The simple things also count
Opeyemi Daniel Abatan
Marketing Manager | Content Developer | Business Development strategist | EdTech
Looks Are Not What They Seem Like
Mental blocks are not far-fetched around the scope of brand development, marketing, and design, as they tend to come up more often than we realize. Usually, the ability to whip up creative solutions is not as grand as professionals make it seem.
At least, until the pavements are shiny and the streets are golden, the forms of glimmer noticed are only a facade of grandeur.
Most people have an internal defiance that makes even the simplest task feel herculean until they get started and things begin to unfold. Even with standard operating procedures, this can happen. This phenomenon is commonly known as imposter syndrome.
Recently, I walked through the streets of a city in Northwestern Europe and encountered two businesses. One was the popular Domino's Pizza. When I walked in to grab a box of pizza and chili red hot chicken wings, I noticed an array of previously used logos on the wall.
This showcased how they transitioned from exotic logo forms to simple ones, with their current logo striking a balance between aesthetics and minimalism and the roles each have played in every cause their brand stood for or supported.
The wonder for me was how much thought must have gone through the stakeholders' minds, and even more so, the designers', to come up with each variation. Yet, we have elegance in the form of a logo that matches the feel and aroma of each cheese-endowed slice.
Secondly, I saw the text "Beauty & the Beach" in another area of the same town, and it felt like a bolt of creative lightning struck me. I wondered, "What just happened?" It doesn't have to be a name from Greek or Norse mythology to stand out.
All you need is for it to stick! Disney's "Beauty & the Beast" made me wonder if they got the business name all wrong.
However, what happened was that the business name was so relatable that it caught my attention twice, and I thought about it a couple of meters down the road. I would have been close to being a patron if I fit perfectly into their ideal target audience.
What's the point of all this?
Keep it simple! Simple works.
Simple is easy to understand. Simple makes people feel like they're in familiar terrain. Simple makes your ideal audience feel like half their problem is solved.
In the bid to communicate industry knowledge while expressing market authority, the temptation to adopt cryptic presentations or representations may arise. However, where possible, it's best to keep it simple.
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