Want an ‘ownable’ logo?
Like, do you want your logo to never be confused with your competition?
Turns out there’s an interesting thing you can learn from some of the best in the world.
See, the first instinct for many logo designs is to do something “relevant” to the category.
Are you dead-set on refreshing your brand?
If you’re doing a brand refresh, there’s one key rule: if you have any equity in your brand, don’t throw it away.
Pleeeeeease.
Instead, build on what’s already in people’s minds.
What’s the most distinctive brand asset of all?
Ipsos and Jones Knowles Ritchie did a big ol’ global study to find out. 25 countries. 33 categories. 523 brands. 5,000 brand assets. And 26,000 people.
The core question: did LOTS of people connect the thing to the RIGHT brand?
Then they sliced them into three tiers: gold, silver & bronze.
