A logo is more than just a pretty face, it's a critical aspect of business.
Logos serve as a graphic representation of a brand. Internally, they mirror a company's culture and values, but also serve as a reflection of our times. The most successful logos are unforgettable and become part of our visual identity. As consumers learn to grow and trust a brand, they develop a positive response to each encounter with that logo in particular.
When all is said and done, companies tend to forget certain aspects that need to be taken under consideration when working on their logo. Typography, balance, timelessness - among many other aspects - are all factors that play an integral part in the process of brand-building. But before we dive into the nuances involved in the development of our brand narrative, we must not forget one integral aspect: design.
As Naz Riahi puts it: "A great logo doesn't tell the story of your brand; it's a design decision. An important one that tells the consumer more about the aesthetic of your brand and its voice than its culture and its values."
So what factors should we bear in mind when working on a logo?
When it comes to entertainment, Microsoft definitely wants to be ahead of the "game".
Meet Kinect for Xbox 360, or simply called Kinect, a "controller-free gaming experience that responds to how you move. You are the controller. No gadgets, no gizmos, just you!”
With a worldwide launch, Microsoft aims in expanding the Xbox 360 gamers with this product that will compete with Wii Remote and PlayStation Move.
Check out the new TV spot that has hit the airwaves:
The voice over?
"You don't need to know anything you don't already know. Or do anything you don't already do. All you have to do is be you. You are the controller. "
While some have judged the ad as "too acted out" and "unrealistic", others might consider this an opportunity for Microsoft to position itself as the leading maker in gaming gadgets. I myself find the spot a bit too long, especially considering that it's not until the 56th second that you know what and who you're talking about. But I see great potential.
Think back for a minute... when was the last time you left your phone at home by accident? Did you go back and get it? Have you ever counted the number of times you look at your phone from the moment you wake up to the moment you walk out the door to go to work?
Nowadays, our phone is practically glued to our hands. It's our very own survival kit. You can run a company, buy an island, tell your boyfriend you love him and dump him with the same tool. You can do anything with it. (Except take a shower, but let’s wait a couple of years and see what my man Jobs comes up with…)
The world is definitely smitten with smartphones, and Microsoft definitely wants a piece of the pie. I hereby present their contender:
So what's their message?
"It's time for a phone to save us from our phones. New Windows Phone, designed to get in and out, and back to life."
First things first: Do I want someone to save me from my phone? Second: How are they planning to do that, exactly? What does this phone have, or lack, for that matter, that will make me not bump into someone running down the street or trip in the theater? And last but not least: Will people pay less attention to the Microsoft phone because it's less exciting? Have fewer applications? Go faster? What's the deal?
The ad is witty and funny and I like the element of drama and comedy intertwined...but this feels more like a commercial from the Stop Using Smartphones Association, instead of a company actually wanting to be your smartphone. My view is that their message should go the other way around, don't you think?
Their focus on the disadvantages of looking at your phone at all times is a bit controversial. How does this benefit them, exactly? Why not make me fall in love with you because of your features, instead of attacking a quality from current smartphones I don't really mind at all about? As John Gruber says, “I feel like I spend so much time on my iPhone not because it’s inefficient, but because it’s so good. I’m never more than a few seconds away from something at least somewhat engaging.”
Perhaps this ad caters to those who currently don't own a smartphone, and who view others who constantly stare at their phones as pig heads. Fair enough. I do, however, think that the message should have been stated. Here's an example: “Our phones will make you bump less into people and you won't have to stare at it as long because it has a faster interface than current smartphones.” If this is the case, I can’t help but want to tell the folks of Microsoft the following: Say it, my friends. Make your point. Don’t leave it to the imagination. If you keep people guessing, chances are they will guess the wrong thing. And no marketing campaign will be able to undo that, since they will be already calling their mama with your competitor.