I wish the logos we created for our clients resulted in such controversy!
The debates on Twitter and elsewhere in Social Media and the Internet are amazing. Criticisms leveled at the logo are numerous and some of my favorites include:
- Not ‘curvy’ enough
- Red on Blue is all wrong
- The design was stolen from WikiLeaks
- The design was stolen from FedEx
- It symbolises a shift to the right
- Its going to move the country sideways
- Some say it reminds them of the blue ‘H’ for hospital sign
- Some say the two upright pillars in the ‘H’ link to Twin Towers
To me the real debates should be about the ability of Hillary Clinton’s new logo to meet the brief?
Key questions to ask before critiquing a new logo
So how do we know what the brief is or what is Hillary Clinton’s logo actually meant to achieve? Well it is pretty simple really. To answer these questions you will need to have some insight into Hillary Clinton’s marketing strategy and in particular her decisions with regard to her top three marketing planning and decision making areas.
Hillary Clinton’s Top 3 Marketing Decisions
- Defining her primary and secondary target markets
- Deciding the most important and time-urgent needs of her target markets
- Defining her desired Brand Positioning and/or Point of Difference
What is a logo actually meant to achieve?
I find that criticism of most high-profile logos tends to be based on aesthetics, personal preferences and comparisons to other logos and branding devices. Admittedly a fun exercise, this type of unstructured discipline often misses the point of what a logo or branding device is actually meant to achieve.
Oddly enough, Hillary Clinton’s new logo is meant to achieve exactly the same job as your logo!
The purpose of a Logo
The basic purposes of any logo or branding device include:
- To convey the idea of the brand name
- To convey the desired brand positioning
- To be memorable
If the above three objectives are achieved by your logo it will then make execution of your marketing and sales activities much more effective.
Sometimes the greatest challenge is arriving at a logo that is simple enough in design to be highly memorable.
Factors such as brand recognition, awareness and cut-through will all be enhanced by a logo that effectively captures the above three objectives.
In future articles I will share the criteria and checklists that the Baker Marketing team use to critique new logos and also new creative material or creative concepts.