What’s best to illustrate the importance of branding and identity than showing how strong a logo is the most important asset a brand can rely on. Ever tried to play those – now countless – logo games on your iPhone? You don’t need more than an abstract view of the logo to link it to a brand you’ve known for ages. It’s important to stay fresh and relevant but don’t play too much with your brand identity (the Tropicana example from Decoded speaks for itself).
Freshness better come from a powerful idea, itself coming from an unexpected insight, giving way to a new positioning and the start of a new conversation with your audiences. Our friends at Wiedens know a thing or two about this and the Lurpak case study is one of many examples.
Here’s something to make you ponder on this, courtesy of a Danish digital agency called Inetdesign. I quite like the execution and the idea behind it. It’s simple and light-hearted. It makes you listen.