Workroom Giving Brands Purpose
8 August 2024
At The Workroom, we know that a brand’s logo isn’t just an accessory—it’s a key signifier of what your brand stands for. Done well, it has the power to appeal to customers, differentiate from competitors, enhance recognition, influence investors, and, most importantly, reflect your brand’s positioning.
According to a Harvard Business Review study of 597 logos, DESCRIPTIVE logos – ones that clearly communicate what the brand offers – are particularly impactful. They make brands appear more authentic, easier to process, and can boost consumer trust, willingness to buy, and sales.
However, the study also found descriptive logos may be less effective for familiar brands, and can even backfire for products with unpleasant associations, like bug repellents (descriptive elements convey ‘bug bites’). For companies with diverse product lines, overtly descriptive logos may not work for long – think Dunkin’ dropping “Donuts” when diversifying.
So that’s where we come in. As branding experts, we ensure any visual ID or logo design helps to convey what a brand STANDS FOR. If a supporting strapline or descriptor can better explain the brand’s essence and positioning, we incorporate it to aid clarity and appeal. Even for brands with diverse product lines, such as clients Coty or Reckitt Benckiser, an effective descriptive logo both supports and communicates brand essence and personality.
Check out a few of the logos we’ve designed over the years, and let us know if any resonate with YOU—and more importantly, WHY?
Workroom Giving Brands Purpose