Brand Identity: The Difference is in the Details

Have you ever taken a good, hard look at how well your target recognizes your brand? Were the results… less than encouraging?

Here’s a quick quiz on logos and brand recognition that may help you pinpoint one of the problems.

Using only the cropped images below, can you identify the company logo(s) these images came from?

Was that last one a little easier? Most people who take this quiz get the first three incorrect, but correctly identify the last as the logo for Coca-Cola.

In fact, all four images are taken from the Coca-Cola logo!

Something so simple – the use of a consistent color – can dramatically impact how easily your brand is recognized. Now imagine that you’re a new brand with three different logos employing four different color schemes in three different fonts, and think about how likely it is that your potential audience will grow to recognize your brand.

Too often, companies don’t spend enough time figuring who they are (and who they want to be) and their inconsistent logos, tone, images, and colors result in a dilution – or complete non-recognition! – of their brand. Franchisors in particular often have trouble reigning in the use of creative logos and alternate color schemes employed by their franchisees.

Coca-Cola’s logo is immediately recognizable (particularly when the iconic color is used), because the company has done an exceptional job of presenting a unified identity package across all media.

Logo design, proportions, fort, colors – the difference is in the details.

Penny Ohlmann Neimann

The Ohlmann Group has a rich history that began in Dayton, Ohio in 1949, where the agency was founded as Penny and Penny by Bob Penny and his wife Jean. In 1964, Walter Ohlmann joined the firm. Ralph Neiman came on in 1969 and the firm became Penny/Ohlmann/Neiman. In 2011, P/O/N was renamed The Ohlmann Group to better reflect the agency's ongoing evolution and collaborative nature.

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