A logo is powerful tool.  It is a name, a symbol, a motto, a personality, a tool to garner loyalty, an identity, and so much more.  Today I was out for a walk in the sweltering Florida heat around noon time and saw a logo, actually twice, on two different cars for a company named TeemingVR.  First off, if you’re outside during that time of day in FL during summer you’re probably insane.  I have the sunburn to show it.  Anyway, the logo I observed had me thinking about brand identities and logos.  Well more than I already do ;).  I am passionate about both and think that every company that has a logo should be passionate about their logo design and identity as well.  The logo for the company I saw is below:

Bet you can’t guess what it is without Googling it?

Did you guess?  From searching them on Google you get this: “Luxury rental homes and beachfront condos for romantic getaways and unforgettable family vacations.”  Um, what? Yes, I also had LITERALLY no idea.  If you look closely you can see those colorful icons appear to be houses.  But still, shouldn’t a logo be a voice for your brand/company/idea?  Hmm.  I think it should be.  Some brands have to build up their name before their logo is recognized.  And I get that.  But if your logo is so abstract it means/looks like nothing to a casual passerby, you should perhaps rethink it.  That way, if someone does encounter it they do not simply ignore it and blow it off as another $99-graphic-designer-for-hire-quick-Photoshop-job.  Because let’s be real, too many companies do not put much time and effort into their logo design, branding, and identity building.  And in an age where the consumer is becoming more and more design savvy, thanks to companies like Google and Apple and firms like Pentagram, it is vital that companies invest in their branding.

Interestingly enough, I ran across this article the same day in regards to a rebranding of MasterCard by Pentagram:
https://www.designweek.co.uk/issues/11-17-july-2016/mastercard-new-logo-first-time-20-years/

The article is definitely worth a read.  MasterCard is a prime example of a re-brand that understands the importance of building an identity correctly via their logo.  You may say, well they have been around for a long time, of course their logo is more recognizable.  And to a degree that is true.  But if you read in the article about Pentagram and their process you will understand they underwent a lot of research into understanding what MasterCard’s customers wanted and needed and how they could implement that into a logo that would align with MasterCard’s brand, beliefs, and values.  That is the correct way a logo should be borne, or re-born.

The dichotomy of TeemingVR and MasterCard shows how branding should be done and shouldn’t be done.  I write about this to continue to emphasis the importance of properly branding yourself through your logo.  Many companies do no realize and/or choose not to invest much into this process.  As a result, they suffer because potential customer’s are not likely to look into a logo or name they do not understand or grasp.  Often they will simply just ignore it.  I know I do at least.