Staples is still embracing icons of their past core products, not what they claim to be now. They’ve failed to capitalize on the dual meaning of their name to emphasize “we provide your basic business needs”. Maybe that’s not as easy to capture graphically as a table, but it’s truer to the brand.
Design can be a crucial element in brand strategy. Design can push the “norm” to add a layer of distinctiveness. Design has purpose, it’s not just an aesthetic endeavor. As Steve Jobs put it, “Design isn’t just what it looks like, design is how it works.” And even graphic design should be working toward your business objectives.
While your logo needs to be able to stand alone, it doesn’t need to do all the heavy-lifting for the visual brand. Representing simplicity and predictability in a logo can at one time seem unimaginative, and at the same time be inspiring.
A logo can be presented in an infinite number of ways to engender a greater connection with the brand - from simple shapes to lengthy names…from single color icons to multi-color crests. There is no single best form.
The new logo and identity are a better than just a step forward. The simplicity, vibrancy, and visual system that allows consistent application across a wide variety of issues and election cycles is a clear win for MoveOn.
Imagine how you’d feel after an encounter that you anticipated would be unpleasant, left you with a smile. That’s what organizations should strive to provide every day – the unexpected customer service.