In branding a company, it is generally thought that a logo should remain consistent, but in today’s ever-changing world can a brand be built on an evolving logo?
First Things First
Photo courtesy of Fast Co. Design.
The recent release of the new MIT Media Lab logo was what prompted my thoughts on this topic. If you haven’t yet seen the video, I strongly recommend checking it out. The logo is based on an algorithm that randomly generates one of some 40,000 unique designs. That is enough to supply each of the Media Lab members a personalized logo for the next 25 years.
While the term ‘user experience’ is usually used in referencing user interfaces and interaction design, this Media Lab logo generates a unique experience for its audience. Media Lab members select a permutation of the logo, and once one design is selected, it is no longer available to others. The idea of having a personalized version of a logo uniquely generates personal pride and loyalty in the brand. It is important to note that, while each logo is different and unique, they all are built from the same elements. The colors, the concept, the typographic treatment all serve to unify the logos as a part of the Media Lab brand.
Can it Be Successful?
It is difficult to gauge the success of the logo this early after its deployment, but the public response has been extremely positive.
To get a better understanding of how a logo experience can be successful we can turn to none other than Google. Since its creation in 1998, the Google logo has received a number of redesigns. It started as a way to celebrate major holidays like Christmas and Thanksgiving, but evolved to include some obscure events like the anniversary of Pac-man, and the day the date was all 9’s (September 9th, 2009 at 9:09:09).
Photo courtesy of The Design Inspiration.
Every new Google logo is clickable on the main Google homepage. When the logo is clicked, Google performs an automatic search that lets the user know what holiday/event is being commemorated. Google quickly realized that these logos generated a lot of buzz – how many times have you been asked or asked the question, “have you seen the Google logo today?” Google uses this viral logo experience to market new product releases and to create brand loyalty through design contests.
An Inconsistent Logo builds a Consistent Brand
I am not suggesting that everything we know about branding a company up to this point has been misguided. Consistency is still an extremely important aspect of a brand, and while the MIT Media Lab logo and the Google logo may be inconsistent with other logos, they are consistent with their respective company’s image. The Media Lab is known for the study of innovative media and dynamic technology, and their logo reflects that. Google is a company that thrives on buzzwords and viral campaigns. Google has a sense of humor, despite its size, feels very personable. Their logo is integral in building this persona.