The Power of a Brand Mark
A client once asked me; ‘what do I have to do to get a logo that’s as recognisable as Nike’s?’ The answer is you need at least thirty years or $30 million, whichever comes first. Some markets are global, some are hyper local, some markets cut across broad demographics, some are so segmented they’re almost underground. For businesses of any size, and in any market, a well designed brand identity is the cornerstone for building brand recognition.
So what makes a memorable and recognizable brand mark?
The answer is a combination of:
• Good quality design – few things are more forgettable than poor design. Often we will not even notice a poorly designed brand identity, much less remember it.
• Unique Visual Language – the most recognisable brand marks reflect the visual code of their industry, but look unique enough to stand out from the crowd.
• Continuity and Consistency – given how simple it is to use your brand identity consistently across all your brand communications, it’s astounding how many businesses do this poorly.
• Saturation – the most easily recognised brand marks are those we see the most. Put simply, get your brand mark out in front of as many of your market as you can.
Test yourself with our Brand Picker Quiz
Below are twenty of the worlds most recognisable brand marks, cropped ultra-tight to demonstrate the power of a well designed brand mark and test your brand radar.
04. British Airways
10. Jack Daniels
11. Coca Cola
12. Olympic Games
14. Obama Campaign
So how’d you go?
18 or more correct: You’re brand obsessed (you’d fit in well around here)
15-17 correct: You’re pretty brand aware (and probably addicted to TV)
10-14 correct: Observation skills are not your strength – likely to leave home wearing odd socks
9 or less correct : You’re suffering brand avoidance – rare condition often accompanied by high levels of sanity
If you’d like to talk to some people who spend way too much of their life eating, sleeping, thinking about and creating brands or about how to develop a highly recognisable and unforgettable brand identity give us a call. If you have the $30 million ready to go, we’ll even send a limo.