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What's in a logo?

Updated: May 22, 2020

As it is intended, a recent tweet inspired me, well, in fact, distracted me and got me thinking about I book I read many years back 'No Logo: Taking Aim at the Brand Bullies' by Naomi Klei.The book focuses on branding and makes connections with the alter-globalization movement. "No Space", "No Choice", "No Jobs", and "No Logo". She writes about issues which I have previously blogged about such as sweatshops (fast-fashion) in the Americas and Asia.

The book pays special attention to the deeds and misdeeds of global companies like Nike, McDonalds and Shell, just to name a few of the brand name's she drops. Many of the ideas in the book derive from the influence of art and political groups founded in the late 1950s. It is a super read which has driven and inspired me and made me question past choices. It is the reason we should question 'where did this come from? How did it get here? I love fashion and I have definitely had time for branding, however, lot's of fast-fashion brands are not honest and they do not care about the consumer. I have said it before, so I will say it again, "all, some of them want to do, is take our money and send a UPS van''. Every business sells, so whatever industry you work in or for, you are ultimately selling something and someone is paying you with the aim of making money or providing a service so it should actually be important to care about the consumer, but many brands, mainly fast-fashion brands don't care. So, how much attention do we pay to a company logo?  In my opinion, it is way up there. Branding and a company logo are as important as the product, albeit, like anything, it depends upon the individual consumer, some of us notice these things and other people can take it or leave it. I dislike waste so I am a big fan of cleverly designed products that are sold in reusable tins or boxes. I often buy something just because I love the packaging, even food. If the packaging is clever or it is reusable I am all over it, it is in my shopping bag. I am completely drawn towards 'The big-small', another excellent book by Noah J. Goldstein and Robert Cialdini. The following four logos sprung to mind instantly when I read the mentioned tweet by Giles Paley-Phillips. Hopefully, you will agree that these logos work as intended by the designers: 1. Tate and Lyle - Logo: A dead lion covered in bees. I had to include this, as the mentioned twitter feed sparked my thinking. I knew it had links to something biblical, but I had not paid enough attention to the logo until I spotted the tweet then found out what it means. Abram Lyle, the founder of Tate and Lyle, was a religious chap so he chose a depiction of the 'lion and bees' story from the Bible for his logo. As inspiration for his own motto which is emblazoned on tins of Golden Syrup and Treacle, 'Out of the strong came forth sweetness', hence the logo. It is beautiful and so is the tin which is reusable and commonplace in most British larder's. 2. Benton Cosmetics - Logo: A simple outline of a clock. This is one of my favourite dermatological brands. Their Aloe Propolis Soothing Gel turns my skin around in minutes. It is dermatologically tested, cruelty-free and made in Korea, and until this Blog, I didn't know what the logo or name behind the brand meant! Benton is inspired by and named after the movie ‘The Curious Case of Benjamin Button’ in which Benjamin Button grows younger with time. In the movie, Benjamin has no choice but to leave his love, Daisy as he becomes younger. What if Daisy also could turn back the time of her physical appearance? Would she be happier? Isn't it fabulous, I love it. If you do not know this brand, check them out they are affordable and their products work. 3. PETA - Logo: People for the ethical treatment of animals. PETA is a charity which focuses on the ethical treatment of animals. A verified PETA certificate certifies a product as a cruelty-free brand. The PETA logo is a simply bunny mark, reading PETA cruelty-free. If you see this sign, rest assured the product has not been tested on animals. 4. Fair-trade - Logo: Blue and green logo symbolises a farmer in a field. Fair-trade is the international body that inspects farms to ensure the owners meet social and environmental policies accordingly to Fair Trade international standards. The Fair-trade logo is a globally recognised label that adorns Fairtrade Certified products and is known as the Fairtrade mark, which is a registered trademark owned by Fairtrade International. As well as a farmer in a field, I see a world peace sign. It is a really clever, meaningful design.

Next time you are shopping take a closer look and subscribe to my blog for a light-hearted.


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