Successful logos must reflect the business strategy

Australian businesses are missing the opportunity to make their mark, by failing to tell their stories through their brands, says iconic Australian designer Ken Cato.

Celebrating 50 years creating the world's most recognisable logos, Cato knows the business value of a strong brand which stands the test of time.

Shaping the fledgling Australian design scene before finding success on the world stage, Cato helped forge the nation's most successful and enduring brand stories – from CBA, QANTAS and Australia Post to the world renowned Australian Made logo.

Back in 1991, Cato's stark yellow and black CBA logo was controversial for the conservative banking sector. More than 30 years later, the distinctive logo has forged a lasting brand which translates into clear business value.

After 50 years in the design, Cato says up and coming businesses might aim to disrupt the status quo, but they often make the mistake of trying to fit in with established rivals.

"To find success and stand the test of time you need to stand out, not just fit in," he says. "Businesses start out saying 'we want to stand out and be different', but in reality most are nervous about stepping outside the perceived parameters of their industry."

"The key to brand longevity is to be yourself and use your logo to tell your story, rather than pretend to be something that you're not."

The world's most iconic brands are valued in the billions, and have earned their place as assets on the balance sheet as corporates recognise the business value of enduring brand stories. This includes making the business strategy visible for all key stakeholders.

"These days there's a search for the authentic brands, those organisations who are really true to themselves and what they believe in," Cato says.

"The nicest thing any client has ever said to me in 50 years is: 'you gave us the confidence to be who we thought we were'."