Are you a morning person? I am definitely not. I woke up today, groggy and full of sleep, but hoping a bowl of cereal and cup of coffee would help awaken my senses and get the day going. Sadly, it did not do the trick, but something else did. While eating my granola cereal, I was watching the “Today Show” and happened to catch a segment on kids and brand recognition. This instantly grabbed my attention and I couldn’t wait to get a hold of my keyboard and start typing. The story was about ‘tweens,” and how even at their young ages of 10 or 11, they are fully aware of the marketing techniques that are used on them and they are able to recognize logos or ads for products that don’t even cater to them. This must mean that large corporations are doing something right when promoting their products or services if they even can get attention from the younger generations. It all comes down to branding, which is the new popular idea in marketing and how those on top get there and stay on top.

The kids were given simple tests to see what triggered specific senses and to see what they knew about certain products based on image recognition, smells or sounds. When blindfolded, Play-doh and Crayola Crayons were held under their noses to see if they knew what they were just from smelling them. These products are not known for their smell, but they do hold a very distinctive scent that apparently is completely recognizable. Any type of product recognition is a part of company branding and although this aspects may not have been on purpose, it makes the product identifiable and helps promote the company.

Sounds were another source of identification. The short dinging tune for NBC was played for the kids and they didn’t even hesitate in pointing out where it came from. It’s no secret that well done commercial jingles stick in our heads and point us toward certain companies. Take the “free credit report.com” commercial or the song played during the Geico advertisement with the watchful pile of money. Sound is another huge part of advertising and a company that can play on all the senses has a better chance of success.

Logos and product images were another test given to the group of kids. A portion of a product logo or a photo of a blue Tiffany box with a white ribbon were display to the kids and they all were able to recognize the products easily. I don’t think that there are that many 10 year olds that shop at Tiffany’s, yet they still know just what the light blue box represents. Louis Vuitton bags do not display the name on the bag, yet it is easy to pick one out by the distinct design that is printed on all their products since they are well known items. If a product is popular, there is no need to display the name. Everyone already knows what it is.

Much like the Louis Vuitton bags, Abercrombie and Fitch also uses the nameless method to sell their product. They have established themselves over time as such a popular clothing brand that they don’t even need to display their name. The window layout of their stores exhibit black and white images of men and women with muscular, sexy bodies and that’s about it. The idea behind this is to make people think that they want to look like these models and maybe they have a chance if they buy the clothes. People may not even realize they are thinking that way, but the images play on the subconscious and the method works. Abercrombie’s success is proof of that.

Companies know that if they target the young generation now, they have a higher chance for success in the future. It seems to be working as a marketing plan and the results of the “Today Show” segment prove that this has been going on for quite some time. Kids always strive to be adults or to have adult things. It’s up to the parents to determine what is too old for them, but I guess we can’t really stop these companies from targeting them within their marketing agenda.

You can see the segment from the today show at the following link!

Today Show – Brand Savvy Tweens

-Nora Reed

Who doesn’t enjoy some sweet treats? Cakes especially are a popular dessert that we use for so many special occasions and sometimes, just for no reason at all. It’s even fun to watch a cake go from batter to masterpiece, which is why we  have so many television shows based on cake baking. The food network especially is filled with interesting cake based shows that apparently do pretty well in ratings. Everyone has a bit of a sweet tooth once in a while, so to create a good logo for a cake shop, the key is to play on that sweet tooth and show how appealing sweets can be.

I like to show this one first, because I think it’s great. The Cake Shop logo has a well done design that is very appealing to the eye. The curly lettering makes the design appear both professional and fun. The emblem to the left shows an elegant, almost gift like cake and the black background brings some formality to it. This cake shop seems like a place where one would shop for their wedding cake.

Piece of Cake also has an elegant look with the roses, which add a lot of color to an otherwise monotone piece. Although, I don’t think I really like the way the cake is toppling over at the top. It implies that a real cake from them may do so as well. That’s something I know I would like to avoid.

Simple and does the trick. As a cheesecake shop, Cheesy Affairs displays a cheesecake slice within the logo and a golden brown color, which is usually associated with cheesecake.

I can see where this one is going, but frankly, I think it is quite boring. three stacked rectangles may imply a cake, but the design is too plain and simple and looks to me like a first draft of a logo that has yet to be finished. The lettering works well, but the attempt on the cake needs a total redesign.

The same goes for Adam’s Cake Shop. This logo looks like it is still in the working process. The logo lacks color and personality and the drawing of the man is not proportioned correctly. It looks like his arm is awkwardly emerging from his side. His shoulder looks like it’s dislocated.

This last one may not be for a cake shop, but if applied to a name, it certainly would work for one. It’s simple and looks appetizing, although some color would help.

A logo really does help sell a business. These shops would not be nearly as appealing without their logos to help jump start one’s appetite for sweets. Now I am getting hungry and think I might take up baking as a hobby.

-Nora Reed

With time, things naturally progress and the same applies to logos. A company’s logo is its visual identity, but if it has had the same design for years, a logo design can become outdated. Recreating a company logo can sometimes mean re-evaluating the values of the company and assessing the market and current situations going on in the world. A logo can go through many changes during the life of the company it represents, especially if it is a major company that has been in existence for a long time. Here are some great examples of the changing life of logos.

Paramount

Warner Brothers

MGM

Paramount, Warner Brothers and MGM are a few of the larger, more successful film studios and have been around for a long period of time. As you can see, they have also experienced many logo changes throughout their progression. Since the ability to create better graphics is always advancing, film studios, especially, need to keep up with it. Better graphics in their logo can give the impression that there are better graphics in the film and draw a bigger audience. It’s always about selling and the better you sell your company, the better you will sell your product. Sometimes its the little things that make a bigger difference.

Google

It seems that originally, Google had an exclamation point at the end of their logo, much like Yahoo!. It looks like they did away with it in 1999, which is a wise decision for them in my opinion. It is important to stand out among the competition and steer away from similar ideas. No matter who had it first, someone has to break down and give in. It looks like Google was the one to do so, but they became more successful, so it worked out for them in the end.

Motel 6

Apple

NBC

Pepsi

Pepsi has been through many identity changes over the years. For larger companies, it is easier for them to put forth the money for changing branding strategies. Pepsi has definitely kept up with its competition and its newest logo has stirred up so much controversy, that is seems to have skyrocketed them right into the spotlight.

Cadillac

BMW

Car companies also go through a lot of identity changes. BMW seems to have stayed fairly similar, but just made simple updates over the years. Nothing is wrong with that as long as the logo is still suited for the times and the nature of the business. Logo updates are one great way for a business to tell the world that they keep themselves fresh and always have new products or ideas to offer the public. Visual representation is a major way to sell your business and keeping your logo strong is just as important as selling your product.

-Nora Reed

As far as cameras go, Canon is a far superior product. Based on my own experience, Canon cameras last longer and perform more efficiently. The company also updates its products often and continues to advance itself as technology grows. The company’s first name was Kwanon, which was used as a trial, but was never released on the market. Once the name was changed, the original logo for Canon was designed in 1935. It was very basic and simple, but contained a unique “C,” in which the top was curved inward and ended in a sharp point. That style of letter was not available in Europe or North America, thus improving Canon’s global appeal.

As the company grew, their name changed and they soon adapted new business styles and a new logo. In 1953, another version of the logo was released and then perfected in 1955. That final version is still the logo that is used today. Canon is a company that is so confident in their quality that they have felt strong about their design for half a century.

-Nora Reed

It seems the geniuses over at Apple have quite a sense of humor and understand the demographic they appeal to. Their free wallpaper designs take on fantastic quality and also great comedic value. It’s a convenient way for them to market themselves and display their brand identity and all the while, the consumers enjoy the look.

Since Apple took on such a trendy persona for their company, it is considered “cool” to display the logo on your desktop, iphone, car bumper or anywhere you can add it. Microsoft has tried, but still doesn’t seem to have the ability to match Apple’s popularity. The masses seem to have spoken and Apple is what they want. No pressure there Apple geniuses, just keep producing high tech and fun devices and you are golden!

-Nora Reed