Can you Recognize the Famous Logos in this Clever Branding Video?

Branding is critically important to any product and company. We know this instinctively – either as advertising and marketing professionals – or as consumers in the marketplace. Done well, effective branding creates true corporate value and an emotional connection that can be worth billions.

Names Those Brands…In 60 Seconds

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Via adweek.com

“Even if you change the most important thing of every brand—the name—if all other elements are strong enough—color, typography—you will still be able to recognize the brand in a second,” Inetdesign partner Martin Rickmann tells AdFreak.

That’s because the clip uses famous logos to explain the importance of branding. Sort of. The colors, dimensions and basic design elements of the corporate marks are unchanged, but the company names have been replaced by words from the video’s story. For example, “design” is rendered in the fashion of Disney’s monochrome logo, “future” follows Facebook’s blocky minimalist model, and perhaps best of all, “loud and clear” glows against a starry background, like an affirmation from a Jedi knight setting off on some celestial crusade. (And there are many more to sample.)

Even though this video cleverly shows the power of a well-recognized brand, every one of these have undergone a logo redesign over the years.

Redesigning a logo successfully is a delicate balance of honoring the brand equity and consumer recognition that has already been achieved – and then strategically and visually transitioning the brand identity to a new place in the hearts and minds of the consumer.