Trademarks, Logos & Brands

Let’s play a game…

Guess the famous logo!

(be careful… they may be missing a few pieces!)

Trademark: any name, symbol, figure, letter, word, or mark

adopted and used by a manufacturer or merchant in order to designate his or her goods and to distinguish

them from those manufactured or sold by others.

Logoa graphic representation or symbol of a company

name, trademark, abbreviation etc., Often uniquely designed for ready recognition.

BrandA brand is a product, service, or concept that is publicly

distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed.

A brand name is the name of the distinctive product, service, or concept.

So what’s the difference?Brand

Trademark

(can be registered with

US Patent & Trademark

Office)

Logo

Colors Slogans

Why are logos important?

• anchors a company's brand and becomes the single most visible manifestation of the company within the target market

• Become shorthand way of referring to the company in advertising and marketing materials

• provide essential information about a company that allows customers to identify with the company's core brand

What makes a good logo great?follow solid basic design principles

be functional

represent the company

be unique

Check out the article on brand evolution:http://www.instantshift.com/2009/01/29/20-corporate-brand-logo-evolution/

Dive deeper!

As companies change..so do their logos!

Brand evolution

What changed? What stayed the same?

Why do you think Wal-Martchose to make these changes?

Guess the top four reasons companies change or update their logos?

Top 4 Reasons Companies Update Logos

#1 - To Make The Graphic Less Complex

#2 - Business Merged With Another Company

#3 - The Company's Name Was Changed

#4 - To Infuse It With New Life

Recap!

• What’s the difference between trademarks, brands, logos?

• Why are logos important?• What makes a good logo?• Why do companies change logos?• Assignment: pick one of your favorite brands

and research the brand evolution of its logo!