Branding in 2024: It’s Time To Go Back To The Basics
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Steve Jobs is well known for his ambitions, and high taste so it’s not surprising that after he was ousted from Apple and looking for someone to help him create a logo for his new company Next, Jobs turned to one of the most prolific designers of that time, Paul Rand.
It’s easy to see why Jobs would be drawn to Raul who is responsible for some of the most iconic logos like the IBM logo shown below. When Jobs first approached Rand, he knew one thing and that is, Rand doesn’t work for startups.
Next Inc was a startup but somehow, Jobs managed to convince Rand to accept the job. The pay was 100,000 dollars but in exchange, Jobs got more than a logo. He learned a lot about branding from Rand’s four rules of branding. Let’s dive into these rules and see what entrepreneurs can learn from them in 2024.
Rule 1 - A logo derives meaning from the quality of the thing it symbolizes, not the other way around
Take a second and let that sink in. Some people will quickly disagree with this principle, and seeing that it’s several years before digital marketing became a household name, it would be fair to say the principle doesn’t apply as much now as it did then. But could this take on branding also be the reason why there are so many brand logos with little to no impact? Paul Rand worked mostly for companies that had some reputation.
According to this rule, the logo reflects the company’s identity and not the other way around. But it is quite common now to see companies go all out to design a stunning logo that draws the customer in, only for them to be disappointed with the mediocre products or services offered. Next Inc. was a case in point as the company failed despite having a perfect logo.
The lesson here is that it is better to focus on building a reliable and trustworthy business that would easily advertise itself as word of mouth has proven to be more effective than many advertising strategies. It is a waste of time to commit to building a brand without the backing of a good product or service. A logo on its own can’t make a brand no matter how captivating it might be.
Rule 2 - The only mandate in logo design is that they be distinctive, memorable, and clear
Rand created a simple logo for Next Inc. The logo was a black cube angeled at 28 degrees with the word Next on the top. It was simple yet powerful and an answer to Steve Jobs’s 10-year 100 million dollar logo problem. According to Jobs, “Any company that wants to have a symbol (for a logo), will have to “spend 10 years and $100 million” to make the association between the symbol and the company name in the consumer’s mind”.
The solution is to somehow incorporate the company name with the logo design to help the consumers make the connection quicker. This can be messy depending on the name of the company (or acronyms as in the case of IBM). Since consumers interact with so many brands daily, the goal of branding should be to keep things simple and make it easy for the consumers to associate the brand with the company.
Rule 3 - Presentation is Key
The Apple logo fulfills Rand’s second rule of branding. Rather than text, it is a graphical representation of the company’s name. The bite mark on the side was for emphasis. According to the designer Rob Janoff, the bite was added to avoid confusing the Apple logo with a cherry. There is a legend that the Apple logo was somewhat related to Alan Turing’s suicide Apple.
Although this isn’t true, you can see how this would play to Apple’s advantage since the rumors became wildly popular. It’s just as they say, any publicity is good publicity. Rand approached the presentation of the NeXT logo thoughtfully by first using a lowercase “e” in the text NeXT which was then placed on an angled black cube.
Playing around with the cases accentuated the “eX” which gave the idea of expertise, excellence, exceptional, excitement, or experience on a different level - (Next Level).
Rule 4 - Simplicity is not the goal. It is the by-product of a good idea and modest expectations
The fourth rule of branding is simplicity. In an article titled; “The Less The Better - 4 Ways Simplicity can help your business grow”, i talked about how simplicity can be leveraged to grow a business. You can check out this article for more insights. The value of simplicity extends beyond product design or services. In the age of digital marketing, simplicity is a key factor in consumer conversion. This is most likely due to information overload. So many brands are reaching a wider audience through social media platforms like Facebook and Instagram. Your brand will therefore be competing for the customer’s attention and one way to stand out from the competition is to keep it simple stupid (KISS). But simplicity can be deceptively difficult to achieve. However, once you get the hang of it, there is bound to be a dramatic shift in your business.
Conclusion
So where do we stand with branding in 2024? A lot has changed since the days of Paul Rand but the basic rules still apply, howbeit on a grander scale. If you are uncertain how to kickstart your business branding, this article is a great start. The rules are simple, yet effective and practical. Build your brand around your business reputation, Make it memorable and clearly communicate the brand’s idea, Think of how best you can present the brand to your target audience and keep it simple. That’s it.
You may also enjoy reading: The Less The Better - 4 Ways Simplicity can help your business grow in 2024
FAQs: Branding in 2024: It’s Time To Go Back To The Basics
Paul Rand's rules of branding include: - A logo derives meaning from the quality of the thing it symbolizes, not the other way around. - A logo must be distinctive, memorable, and clear. - Presentation is key. - Simplicity is not the goal, but the by-product of a good idea and modest expectations. These rules stress that branding is more than just a visual identity—it must communicate a company's purpose, quality, and values effectively, while being clear and simple to resonate with audiences.
Rand's work with Steve Jobs on the NeXT Inc. logo highlighted the importance of simplicity, clarity, and a strong brand-building philosophy. Rand taught Jobs that a logo's value comes from the business it represents, not just its aesthetic. This principle continues to shape branding strategies, emphasizing product and service quality over elaborate design.
To apply this principle, businesses should focus on building a strong reputation through quality products or services. Rather than relying solely on a visually stunning logo, the goal should be to create trust and reliability that naturally enhances the brand's identity. A logo's effectiveness will flourish if it reflects the quality behind the brand.
Simplicity helps brands stand out in a crowded and competitive marketplace. It ensures logos and branding elements are easy to recognize and memorable. Businesses can achieve simplicity by focusing on clear messaging, modest expectations, thoughtful design, and eliminating unnecessary complexity. The "KISS" principle—Keep It Simple, Stupid—applies here.
The NeXT logo was effective because it was simple yet meaningful. Consisting of a black cube angled at 28 degrees with the word "NeXT," the design incorporated the company name directly. The playful use of lowercase and uppercase letters emphasized qualities like excellence and innovation, ensuring the logo was both distinctive and easy to associate with the brand.
While the basic principles remain the same, modern branding has to contend with digital marketing, a fast-paced global audience, and short attention spans. Today, branding must prioritize digital scalability, adaptability for social media, and engagement strategies. However, Rand's focus on simplicity, clarity, and alignment with a brand's reputation remains as relevant as ever.
Presentation shapes how a brand is perceived by its audience. It involves thoughtful design choices, such as using typography, color, layouts, and even storytelling to invoke emotional connections. Paul Rand showed that effective presentation could elevate the meaning of a brand, ensuring it resonates deeply with its target audience.
No, a logo cannot compensate for a poor product or service. Paul Rand emphasized that a logo's meaning comes from the quality of what it represents. A company might create a captivating logo, but if its offerings fail to meet customer expectations, the brand's reputation will ultimately suffer, rendering the logo ineffective.
Incorporating the brand's name into the logo helps customers make an immediate connection between the business and the visual identity. Paul Rand's NeXT logo is an example: by integrating the company name into the design, it became easier for people to associate the logo with the company without requiring extensive branding campaigns.
Small businesses can focus on building a strong reputation through high-quality products or services, keeping their logo designs clear and memorable, and ensuring their brand presentation aligns with their values. They should prioritize simplicity to stand out in overcrowded digital spaces, making their branding accessible and relatable for their target audience.
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