Saatchi & Saatchi Design

Brand identity, positioning and design communications.

Abbreviated symbology: technology is driving brand evolution.

The digital revolution is crunching brands into smaller spaces. Channel operators, phone applications, favicons and social media slots are driving format and, in the case of iPhone applications, configuring logos into Apple formats. Let’s call this process abbreviated symbology.

Icon evolution

You might have noticed that Logos are being stretched across many formats and have to work harder to stand out. We’ve noticed that technology channels are driving brand identity and accelerating icon evolution.

Small is emerging as a dominant form of brand identity, so getting it right as a Microformat is key – Yahoo, Twitter and Facebook. (Y,T,F) have all effectively abbreviated. In time we believe many brands will inevitably adopt abbreviations as their lead format.

Logo - Favicon - Icon

And the winners are:

The most effective brands distil and shape their online presence using the fundamentals of shape, colour and font into a mnemonic or logotype: see Coca-Cola, Facebook, Yahoo or Nike symbols.

Some, like Greenpeace, Disney and Pizza Hut are chaotic; while others, like McDonalds and Cadbury corporate are more cautious of social media. Either way we are observing technology change the face of brands and rewrite the rules of identity and control.

Links

www.twitter.com/saatchidesign
www.saatchidesign.wordpress.com
www.twitter.com
www.facebook.com
www.yahoo.co.uk

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It pays to be virtuous in social media

Social media works because people self select what is of interest to them- it’s a system free at the point of use.

Like any activity people are motivated by a few psychological drivers: the need to belong, to be engaged, and the need to grow. We know that people interacting with brands on line do so to fulfill their own needs, rather than the needs of the brand. Brands thinking of using social media should consider what consumers might want from it, and how their brand can adapt to fulfill audience needs.

Like it or not users are beginning to drive brand agendas in social media. Brand positioning and responses therefore ought to be robust enough to accommodate digital turbulence. If you are prepared to let the outside in, be generous, virtuous and interesting and willing to interact with people on their terms, you’ll get the benefit. On the other, it’s not hard to identify sectors and organisations struggling in this new landscape, but at stake are reputations that can be made or lost. For once, it pays to be virtuous and empathetic.

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Why we blog

This blog is here to help us stop and reflect on our work, share insights we find on the way, and extend thanks to our clients who got us here in the first place. Enjoy.