{"id":129,"date":"2009-11-11T18:52:41","date_gmt":"2009-11-11T17:52:41","guid":{"rendered":"http:\/\/tamewhale.com\/whalespeak\/?p=129"},"modified":"2009-11-11T18:52:41","modified_gmt":"2009-11-11T17:52:41","slug":"quick-redesign-the-logo","status":"publish","type":"post","link":"https:\/\/tamewhale.com\/whalespeak\/2009\/11\/quick-redesign-the-logo\/","title":{"rendered":"Quick! Redesign the logo!"},"content":{"rendered":"<p>Here is Steve Jobs talking about Paul Rand who designed the logo for NeXT computers:<\/p>\n<p><object classid=\"clsid:d27cdb6e-ae6d-11cf-96b8-444553540000\" width=\"425\" height=\"344\" codebase=\"http:\/\/download.macromedia.com\/pub\/shockwave\/cabs\/flash\/swflash.cab#version=6,0,40,0\"><param name=\"allowFullScreen\" value=\"true\" \/><param name=\"allowscriptaccess\" value=\"always\" \/><param name=\"src\" value=\"http:\/\/www.youtube-nocookie.com\/v\/vJthkRrQcfo&amp;hl=en&amp;fs=1&amp;color1=0x3a3a3a&amp;color2=0x999999\" \/><param name=\"allowfullscreen\" value=\"true\" \/><embed type=\"application\/x-shockwave-flash\" width=\"425\" height=\"344\" src=\"http:\/\/www.youtube-nocookie.com\/v\/vJthkRrQcfo&amp;hl=en&amp;fs=1&amp;color1=0x3a3a3a&amp;color2=0x999999\" allowscriptaccess=\"always\" allowfullscreen=\"true\"><\/embed><\/object><\/p>\n<p>Steve makes the point that companies have to spend 10 years and a hundred million dollars to associate a logo with a company in the customer&#8217;s mind. And this is the key thing that is overlooked in most discussions about logos. It&#8217;s there to create an association.<\/p>\n<p>Paul Rand&#8217;s approach was not to provide different choices that could be judged on their aesthetics but &#8220;to solve a problem&#8221;. The logo serves a purpose, it is not there for its own sake. It is not there because it looks good or is visually witty or at least not only for these reasons.<\/p>\n<p>Changing a company&#8217;s identity is a way to refresh its image, but it also leaves behind the associations that customers have with the company. Every time you change, you reset customer expectations. This was useful for <a title=\"Windscale Nuclear Power Station\" href=\"http:\/\/en.wikipedia.org\/wiki\/Windscale\">Windscale<\/a> which became associated with the word &#8220;disaster&#8221; but can be harmful if you want to <em>preserve<\/em> your image.<\/p>\n<p>Redesigning your logo is rarely the answer to any problem. The logo is only the sign you hang on your reputation. If the sign is ugly it doesn&#8217;t make a terrible company. Conversely, a terrible company can&#8217;t change by hanging a new sign.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here is Steve Jobs talking about Paul Rand who designed the logo for NeXT computers: Steve makes the point that companies have to spend 10 years and a hundred million dollars to associate a logo with a company in the customer&#8217;s mind. And this is the key thing that is overlooked in most discussions about [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3,7],"tags":[24,102,103,104],"_links":{"self":[{"href":"https:\/\/tamewhale.com\/whalespeak\/wp-json\/wp\/v2\/posts\/129"}],"collection":[{"href":"https:\/\/tamewhale.com\/whalespeak\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tamewhale.com\/whalespeak\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tamewhale.com\/whalespeak\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/tamewhale.com\/whalespeak\/wp-json\/wp\/v2\/comments?post=129"}],"version-history":[{"count":9,"href":"https:\/\/tamewhale.com\/whalespeak\/wp-json\/wp\/v2\/posts\/129\/revisions"}],"predecessor-version":[{"id":138,"href":"https:\/\/tamewhale.com\/whalespeak\/wp-json\/wp\/v2\/posts\/129\/revisions\/138"}],"wp:attachment":[{"href":"https:\/\/tamewhale.com\/whalespeak\/wp-json\/wp\/v2\/media?parent=129"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tamewhale.com\/whalespeak\/wp-json\/wp\/v2\/categories?post=129"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tamewhale.com\/whalespeak\/wp-json\/wp\/v2\/tags?post=129"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}