Like it or not, they are ubiquitous. From your phone model to your morning coffee to your choice of sunglasses, logos accompany our every step.
But, in the age of TikTok, Instagram and AI, do they still matter?
For the answer, look no further than the big brand backlash from that Spotify fail.
In March, the streaming giant kicked off its 20th-anniversary celebrations in style with a big launch at SXSW, featuring live sets from Alanis, among others.
Isn’t it ironic? The hotly anticipated logo was designed to mark the brand’s defining moment.
Well, it certainly did that. When, two weeks ago, the new logo finally dropped – in the shape of a retro disco-ball – all hell broke loose. Meme culture exploded. Other big brands, from KitKat to Notion to Virgin, quickly jumped on the Spotify bandwagon with their own humorous takes on the polarising logo.
You know you’ve hit the big time/big trouble when, somewhere in the flood of memes, spin-offs and redesigns, the internet goes into hyperdrive and invents a whole new term. Suddenly, the word ‘discomorphism’ (a viral disco ball design-inspired trend) was everywhere, and it’s probably already one of the words of the year.
When the new app icon first flashed up on my phone, I thought it had frozen mid-download before realising, no, that was the new look they were going for. It made me and millions of others look twice and take to social media. If talkability was the goal, it worked! But don’t worry…. Normal service will resume, with the old logo returning very soon.
The Power of Visuals
Here’s a killer fact every business owner should know in 2026: A staggering 75% of customers recognise brands by their logo.
And here’s another: Companies with strong visual brands grow revenues and shareholder returns at nearly twice the rate of their industry peers.
People generally don’t remember or connect with the words in a mission statement. They primarily identify with visuals. The brain, in all its wonderful complexity, responds to visuals faster than words.
That’s why McDonald’s still sells the most burgers.
It’s not because they have the best or tastiest burgers; check out this recent clip that’s gone viral, showing their CEO awkwardly struggling to eat one!
It’s because they’re the king of brands, and those iconic golden arches are a powerful visual symbol that resonates with millions, regardless of age, gender, or race. Wherever you are in the world, you know what you get whenever you walk into one of their restaurants.
Logos are like Lego
Think of logos as a really key piece of LEGO – the all-important corner tile that helps build the brand and does much of the legwork. But alone, they can’t do it all. A new fancy logo won’t fly if it only goes skin-deep.
A great logo is built on strong foundations. To stand out, it has to go beyond being just a graphic and actually mean something tangible. It needs to be a true and authentic reflection of who you are and who you want to attract. A bit like dating, but maybe more honest than that Tinder pic!
Start with Strategy
We’ve all been there. Your brand messaging feels so tired; there’s a collective yawn whenever it’s mentioned in all-staff calls. When overlong marketing meetings, or ‘brainstorms’ like this spoof one with Timothee Chalamet, descend into a fog of slogans, buzzwords and acronyms, and new staff get told at every turn, “well, because that’s the way we’ve always done it” – you know it’s time for a change. And pronto!
Before you start on your rebranding journey, there is some basic groundwork you must cover. Essentially, it’s about brand personality and defining who you are. Make it fun, engaging and involving.
Go deep, bring everyone together (from junior to board level), and build your strategy from the ground up. Everyone should feel invested in its success. Great brands are like glue. They drive team cohesion and a stronger sense of a company’s core values and mission, which attracts great new hires and retains key talent.
Top 5 Rules for Brands & Logos
Here are five basic rules in building a brand that connects and sticks with your target audience:
- Brand identity: Basics first: Who are you? What’s the essence of the business? And who is your customer? Get to know them and their buyer personas. What gets them out of bed, and what keeps them up at night? Be specific and pare down their dreams and fears to one single focus.
- Competitor analysis: Do some horizon scanning of your marketplace and have a firm grasp of your unique selling points. What problems do you fix, and do you do it differently or better than rival firms? What do they do more innovatively? This really helps you understand where you are and where you want to get to.
- Identify your organisational weaknesses: What do your customers say about you in the real world? Is your brand trusted? Be honest: if there are underlying issues that consistently receive negative customer feedback, now is the time to try to fix them. A new brand should represent a fresh start. A revamp should match the customer experience of your product or service, or it can all unravel very quickly.
- Clarity of message: Keep it simple but magnetic. Complexity is your enemy. Stick to two or three key messages. Be future-focused. What’s your mission, and what do you want to be known for in five years?
- Your website is your shop window: Does your website still fit? Or has your business diversified and outgrown it? Is the messaging all over the place and lacks a clear focus? Is it well-written, easy to navigate and accessible? Do people give it a quick glance and move on, or do they stay, engage, and ultimately buy from you? Build digital assets, such as social media accounts, newsletters, and a Substack (this is ours), that align with your new brand. Ensure that every piece of content creation is on-brand. Consistency of voice across platforms really matters.
Find your Story
This is where the real work starts. It goes beyond slogans, clickbait and logos. It’s about building an emotional connection with your audience. One that sticks. Knowing your customer’s story and what makes them tick really helps you devise a compelling brand strategy.
Storytelling is the secret sauce that makes brands great. It takes you from unknown to unforgettable. Define your brand, tell your authentic story and consolidate your position in your field. Your tone of voice should match your personality, and be sure your core values are front and centre of your campaign. They will build trust in your brand and drive customer loyalty.
Make your brand story simple, relatable and compelling. Organisations that know who they are and what they stand for are the most successful. It goes beyond the ‘values’ section on the website, embedding your ethos in every aspect of the business.
We’re big fans of Patagonia. It’s an example of a great brand that really knows itself and its customers, and plays to its strengths. The environmental message is a big part of who they are, and they make a real-world impact with their ‘1% for the Planet’ scheme. Their site’s stories and company history sections show us a brand on top of its game. And they’re on the money in understanding the unique power of a logo.
Standing Out, Not Selling Out
A successful rebrand goes far beyond a fresh lick of paint. It’s not about flashing the cash on whizzy new graphics and then going back to business as usual. A rebrand is a rare opportunity to take an organisation-wide deep dive, bring it all together, and make sure the way you look, sound, and behave is in harmony.
Lay the foundations and get under the skin of your business. Done right, a new logo will help you stand out from the crowd because you’ve invested time, energy and skill in getting to really know your business.
Whether it’s a new logo, a rebrand or a new website, we can take your brand to the next level. You can read more about brand building here.
Need branding help? Contact us today to discuss your branding requirements.
