Few years ago I developed a logo for a client and we pitched him a thorough brief, we made sure the logo answered to all the objectives of the project and aligned with the brand narrative while sticking to essential principles of logo making.
The business founder kept saying there is something about the logo that was off for him. We had tested this logo with the target audience and it worked. Then I told him ”logos are vessels, meaning will be poured over time till it's full”
That assemblage of shapes, colours, and text on their own is mere art and subject to varied interpretations which could go anyway, but as a long for a brand that is clear about it's mission, over time it will come to mean something. The Nike Swoosh which is regarded as one of the best logos in the world, was first seen as just the wings of the god of victory, communications after communications, campaigns after campaigns, the logo now simply means action, speed, consistent pursuit.
Based on the experiences you share there will be definite association to that identity. And over time, every time the audience see that icon, they'll remember something definite. Don't change that great logo yet. But make sure it's a great logo.
It's funny how everytime a business has an issues, a brand developer is rushing to change the logo. Maybe because it's the only brand development asset that when changed affects all the other aspects of the brand and ensures heavy profit for the developer. 3 years ago my mentor said to me, ” you are like a doctor, you only recommend a particular treatment when you are sure that's what your diagnosis demand. only touch the logo when you are sure it's very important to the solution you are bringing the client”. Leave the logo alone to collect enough meaning.
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