What’s in a Logo?
Name one thing that quite literally EVERY business has…
A logo! As defined in the dictionary, a logo is “a symbol or other design adopted by an organization to identify its products, uniform, vehicles, etc.” Simple right?
Then how do so many businesses get it wrong?! Our latest offender is none other than the Olive Garden. With traffic down a whopping 13% in December, normally a banner month for all restaurants, it was clear to the Darden higher-ups that there was a problem with one of the flagship brands. So they did what most executives do in times of struggle, they called a high priced graphic design firm and payed them entirely too much money for a logo re-design. Going from this:
Now neither logo is something I would recommend, the original logo has something tied to it called brand identity. It means something to consumers who have been loyal to the brand, while the new logo looks like a four year old did it.
What can we learn from Olive Garden? A couple of things. First off, paying a high price does not always equal quality. I would assume that the money spent on the new logo could have been used for other, more productive uses. Secondly, a logo is MORE than just a picture! When used correctly, a logo can elicit emotion, fight off competitors, and much more. Save yourself some money, and own that logo!!
By: Casey Whittington