From the course: Logo Development: Identity Design and Discovery
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Product shift
From the course: Logo Development: Identity Design and Discovery
Product shift
- A company and its product can come in every conceivable combination. And when I say product, it could be a tangible thing, or a service, or an app, or a membership, or nearly anything. And sometimes, the line between the company and its product can become so blurred that it's hard to separate the two. A company like Sony manufactures hundreds of products across broad categories, while many brands are so specifically focused on a single product that the brand and the product are synonymous. Kleenex pretty much makes Kleenex. Otis makes elevators, Simon & Schuster makes books, and Allstate sells insurance. So tightly are the name and the product associated that a significant shift in the product often signals an opportunity to adjust the visual brand. If you're Disney Movies Anywhere, an online app that lets you see your purchased movies on the go, you stick Disney's script D and the wordmark in your logo, no questions. When you cut a deal that allows the movies from four other major…
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