Think about how much of what you have is emblazoned with a logo. Everything from the food you eat, to the technology you use, everything has on it a little symbol that shows you who made it. Except it doesn’t show you exactly who made it. The symbol is the visual representation of the abstract concept of a ‘brand’ and with it comes a whole host of information. Far more than just a reminder of the brand itself, it also brings with it all the emotion and experiences that you’ve ever had with the brand.
The logo has been around for a long time, but we’re reaching the era of Logo 3.0 and we’re just starting to really see its power and tap into its full potential.
Let’s look at how the logo developed into its current form:
The usage of symbols as logos became more apparent during the 1800s. Amidst the surge of production that the Industrial Revolution made possible, came a surge of different producers too. As this era of mass-production developed, so did the need for trademarks.
Companies began to build more and transport their products further and further. Trademarking ensured that products were correctly attributed to their source and that they held the reputation and quality of their makers too.
England introduced the first legal protection of trademarks with the introduction of the 1875 Trademark Act. The Bass Red Triangle is usually cited as being the first trademark registered under the act, making it one of the most significant logos in history.
By the mid-twentieth century, the role of logos changed again. They no longer had the simple, practical task of identifying a producer, but became a way of capturing and more importantly expressing the essence of the brand itself.
This pathed a way to an era with iconic brand designs and designers. Perhaps one of the most iconic was Paul Rand who is responsible for household logos we’re familiar with such as IBM, UPS and ABC. Steve Jobs once asked Rand to create a few options for logos for his startup NEXT computers, and Rand refused remarking “I will solve your problem for you, and you will pay me … If you want options, go talk to other people.”
Steve Jobs acquiesced and eventually paid $100,000 for the NEXT logo, but for Rand he was being paid to answer one question for Jobs:
“How can we represent the entire essence and personality of the brand through a simple visual image?”
Hence he refused to provide ‘other answers’ to this one fundamental question.
Logos came to represent an entire ethos of the brand. Trade was rarely human to human anymore, so logos helped to represent these abstract ‘brands’ in a way that a human could visualise and therefore interact with. Yet we’re now at another stage in logo development…
Logos used to only adorn products, big billboards and TV commercials. They represented a purely visual communication from a brand to its consumers.
Nowadays if you scroll through your smartphone’s homescreen, you are met with an entire collection of brand logos. Beyond just visual communication, you interact with these brands by using their apps. Everytime you tap the white ‘f’ on the iconic blue Facebook background you are interacting with the logo in a far more physical way than was ever possible before. It no longer represents the visual identity of the brand, but to some extent your entire experience of the brand itself.
More than this, each logo now carries with it more information than it has ever done before. It’s gone far beyond just serving as a brand identity and a trademark, because today it can also reveal secrets that we could only have dreamt about knowing before. With the era of social media, hundreds of thousands of logos are published online every single day. This means that you’re no longer in control of how your brand is being shared. Your consumers are carrying it for you online. Do you know what they’re saying about it?
Previously these manifestations of our brands would have gone completely unnoticed, untraceable and unmeasurable, but with technology such as Logo Recognition API you can now uncover much deeper insights about your brand and people’s interaction with it, all from simply your logo.
Is your online marketing having the effect it should? Are there people using your brand’s identity without your permission? How are people using your brand online?
You can completely reinvent the customers’ shopping experience by integrating logo-scanning technology into it. With this new logo-era customers can earn rewards, collect points, discover more information or unlock discounts all through using logo-scanning technology to interact with products.
Never before has the logo had so much power. This Logo 3.0 era unearths more about the brand than we’ve ever known before. If the brand’s logo is a tree, we’re finally uncovering the true depth of its roots beneath the surface. And we’re still exploring…
Want to learn how you can use Logo Recognition API to uncover more about your brand? Contact one of our team to discuss purchasing options.