The Green McDonald’s
A note on corporate branding
An Unlikely Sign?
Seth Godin published a useful link in his journal today. It connects to a nice article about logos and brand identity. It makes the point that a good logo won’t support a weak product, or service. True as far as it goes no doubt?
To my mind those commissioning a logo, are frequently confused about what they want it to achieve. Naturally they want it to help create sales, or at least not detract from them? But deep down they hope that those working on the brand can some how rally behind the logo in much the same way as medieval yeomen were prepared to follow the banner of the local lord when going into battle. In other words it must inspire the company’s internal customers if it is to have much chance of being successful in the wider marketplace.
So although the distinction between a brand and corporate identities are understood intellectually, we can pontificate about them in forums such as this with utter clarity ~ in practice, where emotions run stronger due to the stakes involved, the logo is expected, perhaps not entirely unreasonably, to fulfil some corporate communications functions.
What changes would you anticipate for McDonald’s brand identity, and products, were the Golden Arches displayed upon a background of green rather than their current red?
May 27th, 2008 at 2:15 pm
[...] from Pebbles from Paradise blog. Login/register to [...]