Company logos code#

At the start of the new century, when Louis Vuitton famously turned its traditional brown and gold logo multicoloured under the playful eye of manga demigod Takashi Murakami, the limited edition collection not only drew attention to LV, it also signalled a modernity and playfulness that had been missing for decades at the Maison. But, on a deeper level, it can also help to convey brand meaning and aid in differentiation.

Company logos code#

Of course, there is a deeper reason for playing with a central code like a logo. Will anyone even notice anymore, given every other brand has the same rainbow hue? Has this become the June standard? But when everyone does it, all the time, often for the same reason, and over the exact same period, is the effect still so impressive? During June, we will witness hundreds, probably thousands, of brands donning the rainbow colours of the Pride movement to show their support. Source: GoogleД«y changing that most central of branding devices вЂ“ the logo вЂ“ marketers could grab attention and, in an impressively paradoxical marketing move, make people remember the traditional logo far more clearly as a result. Google Doodles were born and, for the next quarter of a century, Google has continued to stray from its traditional logo and spartan web design to reflect the events and anniversaries of the day in altered logo form.

Just as they were leaving the office, they decided to change the Google logo on the home page to reflect their recreational absence. In 1998, GoogleвЂ™s co-founders Larry Page and Sergey Brin finally took a holiday from their business and went to Burning Man for the weekend. First Warhol, then Haring, then a long line of art directors created versions of the simple Absolut bottle that broke all the traditional rules of brand consistency. In an era where the вЂbrand policeвЂ™ ensured every logo and every pack shot was presented exactly the same way, Absolut went a different way. When Absolut started messing around with its silhouette in advertising in the 1980s, the impact was astonishing. The first is to embark on some code play, refresh a well-known asset and add distinctiveness to it. There are only two reasons to alter your logo. Forget tokenism: How brands can genuinely appeal to LGBTQ+ consumers Distinctiveness and differentiation Monkeys cannot run the zoo вЂ“ especially the zooвЂ™s Special Surprise Tricks Unit, which designs things to influence the monkeys without them knowing anything about it. When the mass market starts arguing over who gets the specially altered distinctive asset for the month, itвЂ™s probably time to retire the whole code-playing business forever. In the end, it became apparent that everyone was missing the point. вЂњLike many other retailers, we have updated our social media logos to mark the start of Pride month, as we did last year,вЂќ was the second. вЂњM&S is a proud sponsor of the QueenвЂ™s Platinum Jubilee pageant to celebrate Her MajestyвЂ™s 70-year reign and is celebrating the momentous occasion across all stores and channels,вЂќ was the first part. Meanwhile, the unlucky M&S spokesperson had to pick their words very carefully and take an extremely вЂbothistвЂ™ approach. вЂњOof calm down people,вЂќ tweeted Katy Parry, вЂњyour homophobia is showingвЂ¦ and that doesnвЂ™t look good on anyone, regardless of how many pretty M&S pieces you have.вЂќ Many pointed out that it was impossible to avoid the Jubilee paraphernalia being sold by M&S this week. SheвЂ™s earnt it.вЂќД«ut there was just as much support for the Pride alternative logo on the other side of the high street this week. вЂњWhatвЂ™s that supposed to be? M&S, just fly our Queens flag. вЂњYour profile picture should be about the Jubilee,вЂќ Carole Clegg commented online. They were outraged that M&S had not recognised what they felt was a more important cultural moment with a Queenified version of the logo instead. Most of the outraged M&S customers on social media last week werenвЂ™t upset by the rainbow colours of the adjusted logo. ItвЂ™s not that M&S customers are homophobic вЂ“ well, I hope itвЂ™s not thatВ вЂ“ itвЂ™s that June is also playing host to another major milestone (cue the marching band): the QueenвЂ™s Platinum Jubilee. The new, special, LGBTQ+ version that the British retailer is adopting throughout June to celebrate Pride. Its customers are telling them things on social media like вЂњshow some respectвЂќ and to вЂњget realвЂќ and вЂњshow a bit of patriotismвЂќ.