I recently worked with a Destination Marketing Organization Board and, during the invigorating discussions, they asked my opinion on whether a new logo might help their marketing effort.
I told them to save their money. And I had a case study to back up my recommendation.
Ours.
We began to use the "spike" logo for Zeitgeist Consulting about five years ago. It's on our print newsletter, letterhead, e-mail newsletter, website, facebook page and twitter page. It's on everything...including my arm.
A year ago, we invested in a few hundred press-on tattoos of our logo. It was a fun little promo at the opening reception at the Upper Midwest CVB Conference at a Harley dealership.
Most of the people that we “inked” asked the meaning of the tattoo.
Ouch. Because most of these people subscribe to our newsletters and follow us online. They are paying attention. And they didn’t connect the dots. They never noticed our logo.
Maybe you think that changing your logo will be a big deal and attract lots of customers. I’m not so sure.
Here's a post I wrote last summer about logos and how they become valuable.
http://harveybriggs.blogspot.com/2010/07/logos-are-meaningless.html
Posted by: Harvey Briggs | February 09, 2011 at 05:40
Exactly.
Oh, wait...that means I have to do something meaningful?
Posted by: Bill Geist | February 09, 2011 at 06:43
Unless your logo is bad. Ours said "There's Only One Norman (OK)." I got the "duh" reaction a lot. And the design resembled "a sticker I got in 5th grade" as a university student so elequently shared. Our new logo - and all around 'brand realignment' has brought the staff, partners and community leaders new pride in the CVB.
Posted by: Stephen | February 09, 2011 at 09:06
You callin' my logo bad? Or just bad ass. ;)
Posted by: Bill Geist | February 09, 2011 at 09:13