In the face of numerous consumer brands getting bashed for launching new logos, I thought it fitting to talk about what a logo story is, and even share Markitecture’s.
The Logo Story
Every logo should have a story. It helps employees believe in the brand, it helps clients understand your history and mission, and at a minimum it combats people saying they don’t like it during the design phase! (Notice I said combat, not eliminate.) People are always going to have differing opinions on design decisions. However, if your logo has a story that closely aligns it with your brand then quite frankly, it doesn’t matter.
Why choose these colors?
Why choose the font?
What does the icon mean to your company and how is it aligned with your brand values?
And what about the brand? In the case of Starbucks, coffee IS the brand (to most people). So why would they remove coffee from the logo? My take is that Starbucks is actually rebranding – not just changing their logo. And yes, those are two totally different things.
I believe Starbucks is moving the company away from just coffee and is trying to reposition itself as more of a destination by controlling and focusing on other aspects of their brand. Selling merchandise, music, alcohol, increased food selections…these are all steps in the direction of branding Starbucks on environment, lifestyle, and comfort – not coffee. If that’s their goal, then the logo redesign is a part of a strategic rebranding and makes sense. Whether or not it’s wise or will dilute their loyal following remains to be seen.
Markitecture’s Logo Story
Now, for a peek inside of Markitecture.
The logo for Markitecture represents the merging of Marketing and Architecture – two of my passions, as well as the overall mission of the company, to infuse the AE industry with more strategic marketing practices.
The font was chosen to mimic architectural lettering, like you might see on CAD drawings. It’s a little wider/more horizontal than most fonts, which tends to happen when you first learn how to “letter” in architecture school instead of “write”. (at least it did for me)
The icon is a subtle one, but it is actually a section icon used to denote where a cross-section is cut on a plan, so you can look for the sheet/drawing to correspond with that slice. The section icon is also in the middle of Marketing and Architecture to further illustrate the connection of the two.
Finally, the color palette is black and a sort of orange/goldenrod type of color. I wanted something warm to reflect the brand personality, but also practical and functional.
So, that’s my story and I’m sticking to it. I’d be curious to know the story behind some of architecture’s biggest logos…