Make Your Mind Up

There's nothing worse than inconsistent communication, identity and image. And usually these three go together. At the point that your customer is starting to take a liking at you, the worst thing to do is change the way you "talk" to them.

Yet this happens all the time and by big brands as well. By "talk" I don't mean only the language that you use. We are aware of brands by describing their image and identity to ourselves, even if that "talking" happens at a subconscious level.

So why use two different logos? Two different stories? A different experience at different entry points or locations? You need to adapt to your market while keeping the core of you brand unique and consistent.

Focus, be consistent and eliminate confusion and the fluff. And because this post was inspired by the mis-doings of a fashion brand, if you have two/three logos please pick one!