Steve Jobs once said that one of the greatest ad campaigns, “Got milk?,” isn’t even about the product. It’s about the absence of the product. Now, think about that…

It’s true that some of the world’s best known brands are much less about themselves, and more about others who portray what the brand’s core value is. Marketing experts envision an entire ecosystem for the brand, from packaging and distribution, to dynamic retail displays. To me, establishing a new brand or corporate identity starts with a logo.

Now, you may think that a logo must represent a company’s products or service. This is not necessarily the case. In keeping with our simplicity ideology, less is more. Much more. It’s not a requirement that the logo actually include an illustration in-keeping with the brand’s genre. It’s much more important to design a logo that will be rememberable. For example, think about Nike, Target, or Tide. Their logos are clean, crisp, and very much rememberable. We know that the swoosh is Nike. Nike, and a slew of well paid marketing experts, made sure of that.

So how can we achieve this for your new brand? Invoke simplicity. Don’t overdo it. Many designers will, and those are the brands that will fail. If a logo is busy, cluttered and overbearing, the potential customer will feel the business shares these same attributes, and will look elsewhere.

So, if you are in the market for a logo or a identity refresh, let us help. It certainly can’t hurt, especially since we offer a 100% money-back guarantee.

This has been today’s Clarified Butter.