An obsession with mark

Paradoxically we have never had so many new business requests for ‘a new logo’. In the current communications landscape the marque itself is increasingly more marginalised in a brand tapestry of multifarious communication channels. A logo, logotype or marque clearly has its uses. But, it is important to remember that it is really only a fairly quick and dirty link to a brand. It is more powerful to articulate an entity through the essence of the communication piece. The words, the composition, the colour, the imagery, the materials employed and the quality of production. These signifiers are more capable and sophisticated at describing the values, ethos, history and ambition of a brand.

A logo marque clearly has its place. For validation often or when space is very limited. Think of the ‘logo soup’ often found behind interviews of sportsmen and women. In some ways it kind of works but in many respects it feels awkward and unsatisfactory.

Brand identity is changing and it is incumbent on brand design agencies like Ice House Design to find cleverer and more sophisticated ways of communicating the presence and core idea of an organisation with brevity, relevance and with charisma.

It’s likely the marque will always have a role to play but clients should expect brand design agencies to be less reliant on a single graphic device and push for more sophisticated manifestations of brand visualisation in all mediums and down all communication channels.

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