FM: Why are six-digit sums invested in some logos?
HK: When a large organization presents a new logo or a new corporate design, the public only sees the result and not the great effort that was required to do so. A new logo is much more than just a few pixels. It is the visible result of a process of change that took months and will take months to come. The company or brand values were reviewed and possibly updated. Dozens of design proposals were developed, presented, discussed and revised again. All means of communication have been adjusted. All of this is complex, costs time and therefore money.
TS: If I want to get myself a new style, it's not enough to buy myself a new pair of pants. The entire wardrobe is put to the test. Companies that redesign or change their brand do nothing else. Everything must be carefully considered and planned. After all, it is about decisions and results that should last for many years.
Real change is only created by new ways of thinking, acting differently, and working more consciously. <span class="quote-author">Henrik Kuhnlein, Creative Management at Bergwerk</span>
FM: What is the difference between a logo and a brand?
TS: A brand is a complex organism that consists of many elements. The logo is an important part of it, but only a small part of it. Good brand work also answers questions such as “What are the values behind the brand, what emotions does it awaken in me, what does it taste, smell and sound like, how do I perceive it overall?”
HK: When you look at the logos of major brands, they often look very simple. This can be four circles that merge into one another, three strips next to each other, or a bite of an apple. Is that difficult to design? No, but you have to come up with such iconic solutions first. What feelings you associate with a brand are decisive for the success of a brand. Generating these feelings – that is brand work. It includes the product and its story as well as a call to customer service. The logo is just the sender for the many details that make up a brand. It is often the first touchpoint you have with it, comparable to the first encounter between two people. Within milliseconds, a variety of feelings arise that can determine the quality of the entire relationship.
TS: The recognition effect is very important. I see three stripes and know exactly who they stand for and ideally what they represent – for which values, for which meaning. Whether in New York or in Munich: I see an apple above a nice shop and I know exactly what to expect there. I buy a product today and know that it looks the same, tastes the same and is of the same quality when I buy it again tomorrow. All of this is the result of good brand work.
FM: Is it enough for a brand to just look good?
TS: It helps to arouse curiosity and build sympathy. It doesn't help if the product doesn't deliver what the good glow promises. Issues such as green washing are viewed very critically today and result in brands being punished by consumers. Here, too, the comparison with getting to know each other for the first time fits: It's good when I come into a room and the others think “Wow.” But if I haven't confirmed this first impression with my personality after an hour, the desire to see you again is rather unlikely.
HK: In such a case, it is not enough to change your glasses or hair style. Transferred to brand work: If we told a customer they just need a new logo to bring about change, we wouldn't be a good agency. A new logo can improve the first impression. Real change is only created by new ways of thinking, acting differently, and working more consciously. The new logo is then the ambassador of this change and makes it visible.
FM: What are the most important requirements for good brand work?
TS: You have to know your target group and serve them in a tailor-made way. Don't do too much and not too little.
HK: You have to be able to address your target groups at all levels and with all your senses. One example is retail. A supplier of high-quality products is not just about the quality of the goods. It also has to look nice, smell good and provide first-class service. Everything plays together and thus shapes the customer's brand experience.
FM: Why can a brand fail?
HK: When demands and reality don't go together. Nothing is worse than disappointing customers. A nice logo, a great appearance – but the quality is poor? Failed. Promote sustainability, but the products are manufactured and transported under questionable circumstances? Failed. A service that is provided in an unfriendly way? Failed.
TS: Good brand work must take all details into account. Our work – working out brand values and communicating brand messages visually and in terms of content – is one of these details. An important one, but only one of many that are important for the success of a brand.
FM: What makes a good brand?
HK: Authenticity. All touchpoints must confirm what the brand claims to be.
TS: Everything has to be right – from the first impression to the second look to the third purchase.
This text was translated automatically.
