Hey there!
Welcome to The Creative Box! This newsletter is your go-to source for all things related to creating and refining your brand image.
Here’s what we’ll explore in today’s edition:
The secret to creating a GOOD logo
Examples and insights from Mercedes’ logo
WhatsApp’s new look
Deep Dive Of The Week
So, we've all heard the spiel that your logo should represent what you do, right?
You know, like a coffee cup for a coffee shop.
A pizza slice for a pizza joint.
Or a burger for, well, you guessed it…a burger place.
But what if I told you that you don't have to follow that mold?
Let me explain with using an example of Mercedes.
How Mercedes does it
We all know that they make premium cars, right?
So, it makes sense that they should have a car in their logo, doesn't it?
But no, instead, they have the famous 3-point star logo, which has nothing to do with cars.
It’s a classy, modern, and timeless design that represents a $65 billion company.
So, how did they come up with that logo?
Well, one of Mercedes' goals is to dominate the area of land, air, and sea.
And, they depicted that in a 3 pointed star, with each direction representing one of those areas.
Mind blown!
What's the moral of the story?
You see, a logo doesn’t need to include you entire brand story, strategy, or meaning.
Keep it simple.
If you're struggling to come up with the perfect logo…
Don't worry too much about representing every aspect of your business.
Focus on a simple design that resonates with your audience.
A great way to do this is to focus on ONE core concept of your brand and represent it in an abstract way.
For instance:
If you run a coffee shop with the aim of natural and organic coffee brewing…
Then your logo can represent some form of leaf, tree, or a bird.
Get creative, break the mold, and who knows?
Maybe one day, your logo will be as iconic as the 3-point star.
Go ahead and create the logo of your dreams, but remember: your logo isn't your brand.
It's just the cherry on top of your branding sundae.
Don't forget to focus on building a strong brand identity, personality, and message that resonates with your audience.
Design Dissection
In each edition of The Creative Box, I share my thoughts on the latest developments in the design and branding Industry.
Today, we're talking about WhatsApp's recent re branding done by Koto.
You know, that little green icon that you probably have at least 50 notifications from right now?
If you’ve been living under a rock for the last few years, you’d know that Facebook (Meta) owns Instagram, WhatsApp, and a whole host of other companies.
Anyway, if you haven't seen it yet, WhatsApp's new look is definitely a departure from the rest of the Facebook (Meta) family.
But, to be honest, I'm kind of digging it. Here's what I think:
The Good
First of all, let's talk about brand recall value.
Sounds fancy, right?
Basically, it's when you can look at something from a brand and instantly remember who they are and what they do.
Like how you see the golden arches and think "Big Macs!" or how you see a swoosh and think "Just do it!”
WhatsApp's new look has high brand recall value because it still feels familiar, even with the changes.
They kept the same color palette and overall vibe, so it's not like they went completely off the rails.
I also think Koto has a done a great job positioning WhatsApp as a super friendly, secure, and easy to use app.
In this day and age, that’s crucial.
The Bad
Now, onto the bad news.
My only concern with this re brand is how long it's going to last
You see, this design is based on a “brutalist” design style.
And while I personally think it looks cool, it's definitely more of a trend than a timeless style.
Here’s what I see happening:
The new design comes out and people freak out.
It takes forever for people to get used to it.
Just when everyone starts to accept it, the design feels outdated and it's time for another re brand.
But hey, who knows? Maybe this design will stick around for a while. Either way, it's a bold move and I'm here for it.
Designer's Toolkit
Syne: I love these types of fonts. They’ve got a modern and a playful aesthetic without compromising on the legibility. Clean.
Playbook: File management for creatives, by creatives. Bonus points if you qualify as a creator. You can get 4TB for free!
Copywriting Chronicles: A curated selection of the best landing page copy examples from the web.
Phosphor Icons: One of the best Icon libraries I’ve used. Well designed with lots of options!
If these newsletters are starting to feel like a snooze fest, it's time to hit the unsubscribe button.
No hard feelings though, we'll still be friends even if my emails aren't your cup of tea.
Until next week 👋
Cheers,
Ashar