What is the impact of debranding on your logo? Cathal Gillen explains
What variables impact logo distinctiveness? New research by Distinctive BAT outlines the key factors that make logos distinctive. Because so much of a brand’s identity cascades from the logo, it can significantly influence a brand’s direction when planning for long-term distinctiveness. The logo debranding trend seen in recent years, which has focused on the paring back of logos, highlights the negative knock-on effects a poorly thought-out design can have on the rest of a brand.”
Gillen said that in addition to this, relying solely on words within a logo to communicate a brand is a misguided perspective. The Dual Coding Theory, for example, suggests that the brain processes verbal and visual information through two distinct channels. When a logo utilises both text and a distinctive graphic element, the brain creates two separate “memory traces”: one for the word and one for the image.”
Logos with extra elements – or distinctive brand assets (DBAs) – were 1.8x more effective at driving distinctiveness than script-only logos – Cathal Gillen
To understand the impact of debranding, as well as other variables on logo design, we conducted a meta-analysis of roughly 1,000 logos tested across multiple categories and markets from their database. “We reviewed and coded each one based on various elements, such as the use of colour, the presence of specific devices like characters or icons, and whether the design was abstract in nature. We then analysed the differences in their BAT scores: our distinctiveness aggregate metric comprising asset recognition plus brand attribution, minus misattribution.
The study found that one of the most important variables in logo approach and design, was to include additional elements or distinctive assets. Those that featured additional elements or DBAs were 1.8x more effective at driving distinctiveness than script-only logos, which highlights how an overly simplified logo contributes to a lack of distinctiveness.
Distinctive BAT also dug deeper to see which types of devices or features drive the most significant uplifts on average. “In our research, characters consistently come out on top; they are commonly among the highest performing asset types when tested in isolation. The inclusion of a character, or indeed any asset, within a logo, functions as a self-reinforcing asset. It immediately enhances the logo’s distinctiveness while simultaneously crystallising the asset for broader application.
The use of icons or elements can also significantly improve scores, with brands benefiting most when these icons are used consistently elsewhere. Meanwhile, even a lock-up device can move the dial. While simple lockups are common, such as a basic square or circle, other brands have utilised unique shapes that are brilliantly tied back to the brand. Salesforce with the cloud, and KFC with the chicken bucket, are prime examples of best practice here.
To understand which logo features most influence distinctiveness performance, Distinctive BAT also undertook further analysis (Shapley Value Regression) to understand the most important variables. As well as using device led logos, our analysis also showed the importance of a ‘golden thread’ – asking does the logo, or part of it, manifest in another lead asset in a meaningful way? A prime example of this is Amazon and its consistent and playful use of the smile.
This theme is one of our most common recommendations when advising clients on how to dial up their distinctiveness. When distinctive assets are related in look and feel, a wonderful synergy is created where each asset supports the other. When one is used, it naturally increases equity in the other. It can be activated in various ways.
It could be the consistent use of a character throughout communications, such as the gorilla being a lead DBA in advertising while remaining front and centre in the logo for Gorilla Glue, or Allstate, where the hands icon in the logo is directly linked to their tagline and platform, “You’re in good hands.” Another example is Axa, and its practice of dialing up its red logo in ads.
Brands that span multiple categories benefit significantly from doing so
Other factors include whether or not the logo benefited by being part of a masterbrand, driven by reach and frequency. The bigger the brand, in most cases, the larger the media budget. In addition, the greater the scale of owned touchpoints, driven by physical availability and product in hand, the easier it becomes for a brand to embed distinctive assets. We see this play out clearly in our data, where logos from brands that span multiple categories benefit significantly from the reach and scale gained by doing so.
The importance of colour was also apparent when we look at the spectrum of logos: from those that are colourless (i.e. black), to those with subtle use, and finally to those utilising a dominant brand colour. Like any asset, when a colour is used prominently within the logo, it has a much better chance of being recognised as a standalone asset in its own right later. The logo is an incredibly important device for embedding these secondary assets in the drive for long-term distinctiveness.
Read more about the research here
Cathal Gillen is co-founder and head of strategy at Distinctive BAT; cathal@distinctivebat.com
