Tag: Brand Identity
The Expiration Date on AuthenticityThere's a lot of talk these days about brands and authenticity. Part of me understands why this conversation is necessary. A bigger part of me thinks "brand authenticity" has been overblown into a trendy idea, as if someone had an Aha! moment and decided being genuine was a clever way to get people to like them. But authenticity isn't an idea or a skill or a tactic. It's an expectation. How well a brand meets this expectation will determine its success.
What the Fiat 500 Can Teach Us About The Power of DesignThe new Fiat 500 is an attempt by Chrysler to relaunch the Italian brand in the U.S. market after a 25 year absence. Unfortunately, the brand does come with some baggage. The last time Fiat sold cars here, F.I.A.T. stood for "Fix It Again Tony." But the reintroduction of the Fiat brand to the U.S. is a great example of selling your brand via strong design.
“Logos are dead! Long live icons and avatars!”"Logos are dead! Long live icons and avatars!" Marty Neumeier wrote those words in The Brand Gap way back in 2003. What he meant was that logos evolved as a way for people to identify brands rather than differentiate them. But when conceived well, an icon is a repository of meaning. It contains the DNA of the brand, the basic material for creating a total personality distinct from the competition. An avatar goes even further by becoming the symbolic actor in a continuing brand story.
Meet the new breed of brand avatar in these examples. Are icons like these a long-term trend or flash in the pan?