Logos vs brandmarks
Wednesday, February 25, 2009

There seems to be a proliferation of logo-centric and logo-obsessed blogs online at the moment.

Logos have a deep history in consumer culture. Imbued with a mystical otherness, the word logo comes from the Greek word logos, meaning both the source and fundamental order of the cosmos. And, in a Christian sense, 'logos' is used to mean the divine word, through which all things are made.

Until the birth of the brand consultancy advertising agencies were brand custodians. Design was categorised as either above or below-the-line. Above-the-line design was design in direct service of advertising and below-the-line, design for everything else. Below-the-line design was handled by the design consultancy. Both advertising agencies and design consultancies talked to clients about logos... after all the logo is the vehicle through which all a brand's things are made.

Since marketing as a profession has come of age it has joined forces with the design consultancy and given rise to the brand consultancy. Brand consultancies apply rigorous methodologies to brands, which help demystify their commercial effectiveness.

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