Thanks for responding. This has been a really interesting discussion. All I would like to finally add is this.
Did the 1971 ugly brown sea hag hamstring Starbucks evolving from a boutique brand to an iconic one?
Exactly as you say, Starbucks doesn’t need to rely on the logo because it has built brand equity over decades. And ANY brand or business even one tiny cafe can build that kind of equity over time regardless of their logo.
Yes I agree the weight of the brand isn’t in the logo. The weight of any brand is never entirely in the logo.
The fact is that nobody cares whether the mermaid is a siren or the siren is a mermaid. Starbucks can call it whatever they want to. All that customers care about is how interacting with the ‘brand’ makes them feel.
How right you are brands become iconic because they come to mean something to people. That kind of meaning goes beyond the features and the benefits of the product. It’s not logical, it’s based on an emotional connection.
The potential Snooty Peacock brand is being analysed and judged here purely based on the ‘logo’ and logic. How can we judge its’ potential success or otherwise based just on the logo if as you say Andrew, the difference between a logo and brandmark is that brands are made up of various types of marks that not only signify the experience but also determine the experience?
We have no idea what other types of marks make up Snooty Peacock’s brand experience. We are not their customers.
I agree with you this logo is both clever and interesting.
Any logo is only a logo, doesn’t matter whether it’s beautiful, clever, ugly or evocative. A logo doesn’t make or break a brand. What does is as Kevin Roberts says is, “creating long-term emotional connections with consumers.”
A designer’s job is to as Lee says give businesses “good design, recognizable design, appropriate design, based on a truth about their business.” The logo is simply a visual hook on which helps to frame the brand and the business story.
The best stories are true but not aimed at everyone. They don’t contradict and they appeal to the senses rather than logic. Many of the most successful brands in the world are built on stories that don’t appeal to everyone. They story you tell matters and the logo is only a tiny part of that.
We buy Starbucks coffee not because it’s the best but because of how it makes us ‘feel’ to be the kind of person who can afford the luxury of a ‘third place’.
Telling people why you are different is just the start. Showing them how you are different is the goal.
Still love this logo Ryan :).