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A Logo Is Not a Brand

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Max Shapira

Read Fastlane!
Read Unscripted!
Jan 15, 2019
Stop caring so much about your f**king logo

As long as you solve your customers problems, make their lives easier,
make them happy or whatever it is you are trying to achieve,
you can get away with a solid typeface and you'll do just fine.

The truth is, most of us often so obsessed with our logo that we forget that...


A brand is not an identity.

A brand is not a product.

A brand is a person's gut feeling about a product, service or organization.
It exists in the hearts and minds of individuals.


NIKE is not a brand, it's a trademark.
The purpose behind trademarks is to allow companies to indicate the source
of their goods or services and to distinguish them from others in the industry.

A brand is not owned by the company, but by the customers who draw meaning from it.
They no longer buy brands, they join brands.

Customers buy products to build their identities.
Customers want meaning.
Customers want a sense of belonging.

A logo is not a brand - it's only a symbol for a brand.
A brand is much more than a logo.

-Marty Neumeier
-Chris DO

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