PR Campaigns – The blog

November 6, 2008

What Does a Logo Say About You?

Filed under: Iris Public Relations — knish21087 @ 11:36 am
Tags: , ,

There is a lot of emphasis put on storytelling in PR.  So how do you tell a story?  Can a logo tell a story for you?  I think it really depends on how you decide to display your logo to the public, especially if it is a new logo.  The Pepsi rebranding campaign, referred to by bloggers as the “Pepsi 25”, is a good example of how to present a new logo in a fresh and interesting way.  Pepsi decided to pick 25 bloggers and send them empty cans that progressed from the oldest logo all the way through to the newest one they have just come out with.  Since there are so many different media outlets nowadays, the only way to truly get across to your audience is to create an experience or a story behind your campaign.  In Seth Godin’s blog Your Brand is Not Your Logo he expresses that it is far more important to put your time, money, and effort into creating the experience instead of an expensive logo.  Pepsi basically created a timeline of their logos and the change the Pepsi can has endured throughout the years and sent them to some of the most influential bloggers on the Web.  This campaign not only got bloggers attention but also told Pepsi’s story in a very interesting way.  Bravo.

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6 Comments »

  1. This brings up a very interesting point, especially in the wake of trying to come up with a team logo for our pr classroom group. What a logo says about you consists primarily of what the message you are trying to get across is. I think that the logo must not be just a visually stimulating image, but something that contains an inner message, hence, your notion of ‘storytelling’. The Pepsi example seems to be one that we can all learn a lesson from. This was a great marketing tactic for them because it involves getting the consumer to take action and become a part of it, and since everyone likes things that involves themselves, it couldn’t have been a better way to get media attention. Additionally, it capitalized on the social media phenonmenon that is upon us, thus, creating even more of a memorable story behind what could be considered a simplistic logo.

    Comment by cate415 — November 6, 2008 @ 4:45 pm | Reply

  2. I don’t know if a logo tells a story, but it definitely has staying power, much more so than an article or news release. Storytelling is important in the profession but a part of telling a story is creating a brand to go along with it. Pepsi has had many recognizable logos, that is for sure, but without them it wouldn’t be so easy to distinguish between them and their competitors. I definitely think adding a colorful story to a smart logo enhances the companies longevity but creating an overall brand to combine the two is crucial.

    Comment by bkranz — November 10, 2008 @ 11:18 pm | Reply

  3. I believe a logo can tell your story. I realize Coca Cola is Pepsi’s competitor, but when I think of brand recognition and strytelling with a brand I think of their product. When I see a Coke product with the brand, it makes me think of pictures I’ve seen from the older days with the glass bottles. I agree with bkranz in that a logo has more staying power than an article or news release. Logos, such as the olympic rings are recognized all over the world and tells many different stroies to different people. If companies can find a way to combine a great logo and a story, then there’s half the battle in selling a product.

    Comment by ambrewe1 — November 11, 2008 @ 10:00 am | Reply

  4. For me, I guess I kind of disagree with what Seth Godin said. When I home to my parents house, I see antique, Pepsi and Coke bottles and paraphernalia. In fact when I go anywhere in the midwest I tend to see stuff like this. While your logo may not “raise your market share” it definitely has significance to people. Logos are almost nostalgic and remind them of times when they were younger or what have you. I think that is why companies go to so much trouble when they create logos. They want theirs to be memorable and have an impact.

    Comment by wackyzachy47 — November 11, 2008 @ 10:16 am | Reply

  5. I think this can go either way. A logo is typically one of the first things the public will relate your brand or organization with. So in that sense, it is important to have a logo that is in synch with what your company stands for. On the other hand, some logos are pretty meaningless, leaving the true importance of the company with its message and practices. I think logos can be a fun way to create exposure, and can really help the visual learners out there remember your name/company.

    Comment by letsgoblogging — November 11, 2008 @ 11:23 am | Reply

  6. While I don’t think that a logo is a substitute for a good product, or other public relations strategies, I believe it is important. If for nothing else then the logo may be the deciding factor when a consumer must choose between many products they know nothing about. Studies show that they will go for the product that has looks that are appealing to them, and that includes logo. If the logo looks cheap and old, I will be honest, without knowing anything else about the company, I’m going to think the product is cheap and old. It is human nature and as letsgoblogging pointed out, there are a good deal of visual learners out there. Why do you think stories need pictures with them? People need to see something to connect the words too. Again, I don’t think that a logo can save or make a company, but I think that it is naive to not take your logo seriously.

    Comment by agilliam — November 11, 2008 @ 12:21 pm | Reply


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