BRAND IDENTITY
Logos can tell potential customers a great deal about your business without having to say anything. Coca-Cola’s Spencerian Script reflects the company’s long history and a core product that has remained virtually unchanged for more than 100 years. People choose Coca-Cola because it’s a dependable product. They know what they’re getting from it. Past attempts to mess with the formula have become cautionary tales about brand mismanagement.
Sticking with an old-fashioned logo year after year helps sell the message that the product has stood the test of time and that there’s no need to fix what isn’t broken.
FedEx is another good example of a logo that subtly tells customers quite a bit about the brand. The logo famously hides an arrow within its second syllable suggesting speed, accuracy and reliability in delivering packages to their destinations.
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