Flaunt is sometimes appointed because the management team of a business isn’t sure if they need a new logo. Their marketing team has appointed a graphic design agency who has recommended a new logo and associated brand assets. But management isn’t sure if the new design is any better than the existing one and are questioning the investment to change every piece of communications in the changeover.
It's a valid concern.
My first request is “show me the strategy”. I want to see why the business is changing their logo. I want to see customer research, industry trends and a brand strategy showing the thinking behind the design. Basically, I’m asking for proof of why they are doing it.
Sometimes, they send me a documented brand marketing strategy and I review the document. If the reasoning is sound, I can give a firm “yes – you need a new logo” and then I go away.
More often, they produce a scant document from the graphic design firm outlining what the various colours and fonts represent in relation to the brand. There’s lots of guesswork and unsubstantiated design rationale.
A logo is not a brand strategy
Unfortunately, many firms claiming to be branding agencies are only graphic designers with templated brand advice.
The problem with thinking a new logo is a brand strategy is taking this approach is just superficial. And this can actually be quite damaging.
Brand strategy needs to dive deep. Slapping a fashionable new logo onto a business which doesn’t truly represent the businesses core values is bound for failure. Customers will sniff you out quickly. You may get a few new customers, but you won’t be able to foster loyalty because you won’t be representing your true self.
Your logo should reflect your strategy.
Strategy comes first.
Strategy informs your logo and without it, you may as well use an AI logo generator.
Don’t let your team take short cuts.
