First Impressions on Brandmarks from a 5-year-old

We can learn a lot from a  5-year-old. Her simple responses demonstrate two ways a brandmark is viewed:

1. When people have “experienced” a brand, they associate the brandmark with feelings and moments. For example, when the girl saw the Apple logo, I imagine that she immediately felt the “awe” of being in the Apple Store. When she saw the X-Box logo she probably thought about the fun she has playing the X-box at “Ryan’s house”, and when she saw the GE logo she must have remembered her grandpa telling her about his job, or maybe a time she visited him at work.

2. When people have not “experienced” a brand, they will probably immediately think about the color, shape, and meaning behind the logo. For example, “Cheetah… cheetah… cheetah” or when she saw the Google Chrome logo, she saw a beach ball.

When I am hired to design a logo, I find that many clients will overly stress about it. Although it is very important to be happy with the look and feel of the logo, some¬†feel that their logo NEEDS to tell the COMPLETE story of their brand or it will fail. I always tell my clients, “A BRANDMARK IS NOT YOUR BRAND”. A brandmark is strengthened by how people experience it.

2 Comments

  1. Blake, great dissection of the video. You really bring it full circle about what logo marks really mean in the big picture of branding. Well said, good sir.

    • Blake Hadley (Author)

      Hey thanks Jordan! Thanks for sharing this video with us in our morning meeting. I owe it to you.

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