Map of Logos: the Impact of Brand Visual Identity
Posted by: Labbrand
Date added: Wed 11 Apr 2012
CityMaps, among others, launched a logo map listing businesses with logos instead of names. As the founder Elliot Cohen explains “Life in dense urban areas is different than other places. More people. More choices. More hidden gems. Public Transportation. More people looking for deals. More businesses competing for customers. More young people. More opportunities. More expertise to gain and share. CityMaps was created to help.” With this vision, Elliot and co-founder Aaron Rudenstine created an interactive social logo mapping system which allows users to browse through the busy streets just by quickly glancing branded logos.
This application is also available on smartphones and gives a helpful visual overview of buzzing cities such as New York, San Francisco and Austin. Through these characteristics, CityMaps brings opportunities to establish deeper brand awareness. This change in mapping utilizes the power of logos in consumers’ mind. Also, it demonstrates how traditional maps are evolving.
Just as maps, a brand’s logo will also need to change with time and the shift in consumer preferences. In a previous LABReport article named “3D, Simple, and Colourful”, Labbrand’s analysis focused on new trends in logo designs, discussing significant innovations such as 3-dimentional, simplification and color domains. The results showed that the four pillars of branding (differentiation, relevance, esteem and knowledge) constituting brand equity were greatly affected by these characteristics, calling people’s imaginative world and thus enhancing creative connections to them. These technical aspects can be found in logos such as Starbuck’s Coffee or Tassimo, all of which are good examples of how brands’ logo re-design have greatly helped in establishing stronger brand equity.
In the Chinese market, brands also have to consider the language factor. Should I include both Chinese and English in a logo? None the less, logos transcend companies’ messages as they stimulate the public senses. Colors and shapes will call the emotional world of the consumer to become its unique representation of the brand. What remains to know is how will companies adapt their logos to new innovative technologies (360?projection display) in the future?
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