Over the past two weeks, I’ve been interviewing design firms to help tweak a client’s logo and to help create some key materials. Something interesting has happened since my last logo design project for Eclipse Aviation in 2000. Design firms are now all about the “customer experience”. They no longer talk about imbuing a graphic icon with all kinds of meaning. They are much more passionate about the consistency of the brand everywhere, from the products to how the company treats its customers to the look and feel of the web site. In part, this is long overdue common sense. (How much can one little mark convey, anyway?) But it is also a reflection of how the web has changed marketing. Companies can no longer unilaterally control their brands – almost everything to be known about a company will become known so it is essential for companies to eat, sleep and breathe their brands. In the wake of the pompous remarks at the unveiling of the London Olympics logo a few weeks ago, I’ve found my recent experience refreshing.
It’s all about the experience