What we believe: Too many logos; not enough good IDEAS

No logo; yes logo; who cares?

Too much focus has been paid to the humble logo lately

Many branding consultants and social activists alike, speak in hushed tones when they talk about the "LOGO". They seem to think that this simple visual tool has mystical, or even diabolical, powers to influence people's minds.

The point they miss: a logo is only a symbol, and like any symbol, it draws its power not from itself, but from the thing it symbolizes. Logos can only be powerful if the IDEA they represent has power, makes sense, and grabs people's imaginations.

Unfortunately, when customers hear that we're in the brand strategy business, they assume that we design logos. We don't. Or rather, our very talented partner agencies do, but that's one of the last steps in our process.

The whole package

To Brandvelope, your brand is more than a pretty set of images and words; your brand is the complete set of symbols, messages, and stories that allow your customers to notice, remember, and tell the world about you. More importantly, Brandvelope thinks of a brand as the point where a company or product intersects with a customer's wishes and expectations.

That's why, when we help a client analyze, tune, or develop their brand, we don't start with a logo or a tag line, and we definitely don't start dreaming up an ad campaign; we start with the customer.

We take the part of a sceptical customer looking at a product for the first time – prodding, questioning, challenging. We find the strengths, pinpoint the limitations, and identify areas where what you say might be disconnected from what your customers see.

Read on: Brand usability