There are hundreds of candidates for "world's best logo", particularly when there are hundreds of opinions about what makes a logo great. One of the frontrunners, though, would surely be the FedEx logo (left). Many marketing and design professionals (myself included) recognize that the negative-space arrow in the logo between the "E" and the "x" make it truly special (many would call it the best logo for that reason). Not only is the logo simple and recognizable on its own (which every logo should be), but it goes a step further by using design to offer supplemental meaning. In this case, a subtle arrow that represents movement and even speed - an association that surely enhances FedEx's brand message.

Global Fund for Women has also accomplished that same elusive feat with their logo (above). Do you see it? The two purple dashes help outline the letter "E" of course, but they also create the mathematical equality sign ("="), which also happens to be the primary cause of the organization (equality)! Genius!

This logo is simple and recognizable (the prerequisite for design quality), but has also introduced a subtle design element that adds a powerful, supplemental meaning. In my opinion, that makes the logo equal in stature (see what I did there?) to the FedEx logo. Well done!

LESSON FOR MARKETERS:

Your logo should be simple and recognizable. That's the minimum requirement. And many high-profile logos are just that (think Nike, Apple, Pepsi). If, however, you can take it a step further by introducing meaning that strengthens your brand message, that's what makes your logo exceptional! 

YOUR TURN:

What other logos are exceptional (because of the presence of supplemental meaning)? Comment below.

P.S.:

You should donate to the Global Fund for Women. They're doing some great things over there.

Yesterday the Toronto Maple Leafs revealed their new logo for the upcoming season, which is its Centennial season. It is "inspired by" the version seen on the jerseys from the 40's through the 60's and makes multiple references to the team's history. There are 31 points on the leaf, representing the year the team moved into Maple Leaf Gardens. There are also 13 veins at the top, representing the number of Stanley Cups won (I guess we're just supposed to ignore the veins at the bottom... or assume those are reserved for future Cups, whenever they might arrive). 

I can't decide how I feel about the new logo, since I believe they got part of it right and part of it wrong.

WHAT THEY GOT WRONG

It's old! They introduced it as their "new" logo, but it looks just like their old logo. Can they really call it new? A logo redesign is meant to inject vibrancy and excitement into a brand, but this logo does nothing, really, but regress to a previous version. No one will be excited or inspired. It won't lead to as many new apparel sales, since the older generation of fans probably still has an old version of the logo somewhere, and the younger generation of fans wants something flashy and cool. Some might even call this redesign... dare I say it... lazy.

WHAT THEY GOT RIGHT

Iconic, time-tested brands are not supposed to mess with their logo. It's too important, and it carries too much equity. The Gap got absolutely roasted when they deviated from their iconic mark, and some of the most established brands in the world, including Nike, Coca Cola and Ford, have recognized the importance of maintaining the design and heritage of their brand mark through the years. Toronto realized that if they came out with something that deviated too far from the brand mark that fans have come to know and love, they would do themselves a disservice. Interestingly, each of the "Original 6" NHL teams (Toronto, Boston, Chicago, New York, Detroit and Montreal) haven't really touched their logos, probably for the same reasons.

YOUR TURN

What do you think? Did they do the right thing, or miss an opportunity?

   

IHOP has updated its logo, clearly creating a happy face as part of the mark. The smile is also a big part of their new branding effort, which includes a "What are smiles made of?" tagline and a #IHOPSmile social media campaign. 

But when I took a closer look at the 'happy face' integrated into the logo....

Am I the only one that sees this??

LESSON FOR MARKETERS

I've never been a big fan of focus groups, mostly because they are extremely difficult to do correctly, and they almost never yield statistically significant data. But in a case like this, getting a bunch of people together that aren't a part of the process (of creating the new logo) might have helped identify this potential likeness. All it takes is for one person to point out what everyone else misses, which can sometimes lead to a different or better outcome. 

YOUR TURN

Did you see it? Does it even matter?

Almost by accident I discovered that one of Derek Jeter's retirement projects (besides dating Sports Illustrated Swimsuit Issue cover models) is the creation and promotion of a web site about sports written and edited entirely by professional athletes.  Here are three things that I really love about this project:

1. It's completely different.  There is nothing else like it, anywhere.  I don't have nearly enough time to talk fully about this subject, but in summary, if you can create something that doesn't already exist that people actually want, that $hit will sell itself!
2. It perfectly exemplifies the current thinking on web design.  The best web sites today have a heavy emphasis on large, striking imagery, simplicity of layout (almost minimalist) and minimal text.  Again, not nearly enough time to say all that I want to say on this topic, but browse this site alongside Nike's, Apple's, and Jerry Seinfeld's and you'll get the idea.
3. There is terrific content for sports nerds like me!  Even a piece written by Russell Wilson himself about the last minute of the Super Bowl!
4. BONUS: there is actually a decent amount of hockey coverage. 

See, I told you they were completely unrelated!  Interesting though, no?

LESSON FOR MARKETERS

There are several blog posts already written and still to come about this, but you need to take away from this post that your job, as a marketer, is to be valuable and unique to your audience.  If you can do that well, your audience will do your job for you!

YOUR TURN

What do you think of the site?  What do you think of the site design?

Well, I have another rant about a logo redesign gone terribly wrong (see Gap logo post here).  But don't worry, I'm just as likely to praise good logo work (see DC Comics post here).  My objective is to point out things that I see - good and bad - so we can all learn something about our own businesses. 

When it comes to Microsoft, I certainly didn't expect it to be this bad.

Think about it.  They have more than 92,000 employees worldwide, including more than 42,000 in the Sales and Marketing department (source).  Surely, there are creative people in there somewhere.  But after looking at the new logo, you can't help but think that they all look and act like this guy:

It's boring.  It's conservative.  It's square.

I think I can see what they're doing - trying to integrate the 4-colour scheme of the Windows logo.  They also say on their blog (where they announced it... more on that later) that they're trying to convey the variety of products offered (Skype, XBox, Office, etc.).  

OK, I'm with you, but I see several issues:

1. The type looks an awful lot like the Apple font (right).  It's not exactly the same, but it sure is close.  And given the intensity of the competition between the two companies, you would think that someone in Marketing would say "Um, shouldn't we look at other fonts?"
2. Where is the "launch"?  It was very quietly announced on their blog.  A new corporate identity is a perfect opportunity to have a big announcement and generate all kinds of buzz about the company.  Take advantage of the opportunity!
3. It was only kinda launched (much like the Gap logo).  It was updated on microsoft.com, but not microsoft.ca (and presumably other national sub-sites).  It was announced on their Facebook page, but in an unceremonious post that was quickly followed up with a 'caption this' photo of mountain goats. 
4. It was (almost) an abandonment of an iconic identity (much like the Gap logo... again).  It was a 25 year-old, tremendously recognizable logo.  They should have kept some of the style of the previous identity.  At least they kept the four colours from the Windows logo, which helps.  
5. Like I said, it's boring.  They're in the tech industry, where the competition is hip, stylish and exciting.  Microsoft has further solidified their position as the stuffy, boring, uninteresting ones.

LESSONS FOR MARKETERS:

• If you have an old, established corporate identity, don't abandon it altogether.  Update and refresh it, but keep some of it too.
• Take the opportunity to make a big splash with a new logo.
• Don't half-launch it.  Go all the way. 
• Create an image that reflects who you are as a company. Or who you want to be.

YOUR TURN:

What are your thoughts on the new logo?

In a bold move, DC Comics overhauled its logo.  It was bold because they changed it dramatically without a lot of warning, and because they ruthlessly abandoned an identity that had history and familiarity among their devoted fans. 

In a previous post, I was pretty hard on the Gap for doing the same thing (read it here).  And when I look back at that post, DC Comics is just as guilty as the Gap, except for one thing: DC's new logo is really good.  The Gap's new logo was, to many (if not everybody), a noticeable and deplorable downgrade.  The new DC Comics logo is really well done, and will strengthen their brand. 

Here are the 5 things DC Comics did particularly well:

1. They gave the logo life.  The first thing you notice is the "page turning" design element of the letter D. 
   
2. They kept it simple.  Scroll down and look at the new one compared to the old one.  Simpler is better.  It is in their case, and it is in the case of all good logos.  Just look at the Nike swoosh.  
3. They intentionally allowed for colour variation, which is an ancillary benefit that not many brands have been able to accomplish.  That trait is particularly advantageous for DC Comics, since the logo is most often seen on the front of comics, where colour vibrancy is important.  The ability of the logo to enhance the vibrancy of the product further strengthens their brand image.
4. They have even allowed for images to appear within the logo, without deteriorating the logo's impact or strength.  See the Joker example below.  This is a feat accomplished by few brands... if any.
5. In one final stroke of genius, they have allowed the logo to become an object in some cases.  This, again, enhances the power of the imagery used in the comic itself, which is an impressive feat to say the least. Scroll down to see the collection of logos that have become related objects (such as a green lantern).  

LESSON FOR YOU, THE MARKETER:

• Do not use DC Comic's success as an invitation to freely and carelessly change your logo.  It's far easier to screw it up than to master it as they have.  Take it seriously and do it right.
• If you are in the process of a rebranding exercise that includes a logo refresh: give it life, keep it simple, and be as artistic as possible without making it unrecognizable.
• Get help.  DC engaged design firm Landor to help with their new logo.  It's important to get the logo right and talented designers are perhaps the biggest component of that.

YOUR TURN:

Not everybody loves the new logo.  What do you think of it?