Organizations and companies spend enormous time designing the right logo, only to blow it when it comes to the context they place the logo into. How you use the logo matters – and it matters a lot. Context – the way the logo is used – is critical.
I’ve followed branding expert Martin Lindstrom for quite some time and he did a fascinating study recently. Smokers linked to an MRI scanner first looked at images associated with different cigarette brands – cowboys, camels, horses, – and then looked at actual cigarette logos. The subjects brains responded more strongly to the images of the context, than the logos themselves.
That tells us it’s not just about your logo – it’s the context that logo lives inside. Tiffany’s robin’s egg blue box is probably more memorable than the Tiffany logo itself.
Think more about the context of your logo. The visual world it lives in is just as important as the logo.