CKB Solutions
  • Home
  • Meet CKB
    • Greg Kovacic, CFA
  • Expertise & Experience
  • Case Studies
    • Corporate Finance
    • Doing Business in China
    • Market & Feasibility Studies
    • Marketing Communications
    • Operations & Organization
    • Strategy & Execution
  • Insights
    • 'Do' Diligence
    • Asia Marcoms M&A3
  • CKBlog
  • Contact Us
  • 中文
    • 关于CKB
    • CKB介绍 >
      • Greg Kovacic, CFA 简历
    • 专业知识与经验
    • 客户案例
    • 联系CKB

Brand Building: Subtle ways to tweak a brand logo and make a stronger emotional connection with the audience

3/6/2013

 
Picture
In order to distance itself from disgraced founder Lance Armstrong and his scandals, the Livestrong Foundation unveiled a new logo.  The new logo emphasizes the "foundation" and removes references to Lance Armstrong.

The designers of the new logo remained tied to the old logo by using the original same "LIVESTRONG".  They could have used lower case letters to de-emphasize this.  E.g. "LiveStrong".  This would also make the "FOUNDATION" part stand out.  They could also have added a tagline to reinforce the message of what they do and why they are still relevant without a relationship with Lance Armstrong.  For example: "Helping Families with Cancer LiveStrong".  Most importantly, they could have changed the bold emphasis to "live" instead of "strong" to reinforce the "living" message".

In explaining the new logo, the EVP of operations stated, "The positioning of the bars suggests forward and dynamic movement.".  Brand logos are all about showing and not telling.  If you have to explain your logo, it will be lost on the typical person.  The best brand logos reinforce emotional connections to the audience.  This does not happen when one has to  explain those connections so people "get it".

Out with the old:
Picture
Picture
In with the new:
Picture
Mock ups of my recommendations:
Place more emphasis on "FOUNDATION" by using lower case letters for "LiveStrong" in place of the old "LIVESTRONG" and adding a tagline to make even clearer exactly what it does:
Picture
Using a tagline with the new version would also provide a stronger emphasis on the "foundation" while making clearer exactly what it does:

Picture
Source: "Livestrong Tweaks Logo To Move Past The Lance Armstrong Scandal", BusinessInsider, March 4, 2013.
http://www.businessinsider.com/livestrong-made-a-new-logo-2013-3

CKB Solutions is all about real solutions for the real world.  To learn how we can help your business, contact Greg Kovacic in Hong Kong.


Comments are closed.

    Author

    Greg Kovacic is a Director with CKB Solutions in Hong Kong. He advises senior executives and entrepreneurs on strategy, corporate finance, operations and marketing with a focus on crafting real solutions for the real world.  
    You can contact Greg at: greg@ckbsolutions.com

    View my profile on LinkedIn

    Categories

    All
    Accounting Shenanigans
    Bad Marketing 101
    Brand Building 101
    Bright Ideas
    China Business
    China Business
    China Facade
    China Food Scandal
    Continuous Improvement
    Corporate Finance
    Digital
    "Do" Diligence
    Economics
    Emerging Market Business
    India Business
    Indonesia Business
    Industry: Airlines
    Industry: Appliances
    Industry: Auto
    Industry: FMCG
    Industry: Food
    Industry: Healthcare
    Industry: Hotels & Hospitality
    Industry: Insurance
    Industry: Mobile Games
    Industry: QSR
    Industry: Retail
    Industry: Smartphones
    Industry: Toys
    International Expansion
    Marketing
    Other
    Smart Social Business
    Strategy
    Waste Of Taxpayer Money

    RSS Feed

Powered by Create your own unique website with customizable templates.