We were once asked to put together a proposal and costs to design a logo for a Tudor stately home. Our proposal was rejected on receipt because we had used the term ‘brand identity’. They didn’t want a ‘brand’, they just wanted a logo.
This raises the question: can any business, even one rooted in Tudor history, decide it doesn’t want a brand? By wanting a logo they are acknowledging that they need an identifier of some kind? If it isn’t required to do anything more than signpost, why isn’t just writing the name sufficient? Perhaps they thought that a ‘logo’ would be cheaper than a ‘brand’.
Every company and organisation – even individuals in some cases – have a ‘brand’, whether they choose to manage it or not.
A logo is the visual representation of the organisation – an identifier – and once used on a website, visitor leaflets, merchandise and signage it builds a bigger visual picture that further develops the perception and, dare I say it, builds a brand.
Businesses with a clear vision of what they are and what they want to be, who choose to manage how they are perceived through their visual identity, are the most likely to succeed and build a memorable, cohesive brand that’s aligned to their vision and future ambitions.
A logo used without control and consistency and without considering the bigger picture, quickly becomes devalued and can, potentially, drag down the rest of the organisation with it.
I hope they end up with a well thought through, appropriate logo that’s aligned to their future plans as well as being rooted in their Tudor history. You don’t have to use the word brand to create one but whatever label you put on it, without careful management you’ll probably end up wasting your groats.