The new Telecom logo was launched yesterday.
I haven't done any brand and identity work in two years but it's a lot harder than people realise. There are a range of tests when introducing a new 'visual' identity. I used ot have a checklist but can't find it... from memory there were 12 tests which required patent input, focus group testing, and applied design analysis.
So the checklist was things like:- does it match the core brand identity and values?
- if a new identity what relationship does it have to the previous visuals and is that similiarity or dissimilarity appropriate?
- aesthetics (do people like it - artistic merit)?
- does it appeal to the key stakeholders of the organisation- what is customer reaction?
- is it a good match for the core services or goods?
- is it distinct from other visuals and logos?
- what does it look like on screen?
- can it be animated?
- does it have a brand sound?
- what is the spoken expression (radio advertisting)?
- are the design, colours and font proprietal and can be protected?
then
- how difficult is the logo to use (file size)?
- how easily does it print on a colour & a black and white printer?
- what redesigns are needed to all organisation's livery to make the new logo fit in with the visual suite?
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