We all love a brand right?
Mad Men taught us well. We know how important a brand is. That the very act of buying a brand says something about us, our status and who we think we are. The fact that we have Heniz on our table, Coke in our SMEG and a Gucci on our arm says "hey - this is a person worth knowing" (or not!).
But what do I know? I am a lumbering GenX-er (oh how I yearn for the days of Reality Bites, when Ethan Hawke and Ben Stiller validated my achingly cool ennui) my interaction with brands is highly one dimensional.
The far more nimble GenY gang who surround me at every turn, now they GET brands, in fact, they demand a RELATIONSHIP with their brands (which quite honestly sounds KNACKERING- I am off to bed with a good book and a cup of tea).
So, I guess if you are going to have relationship with your brand, it is important that that brand has values. Values which are writ large for everyone to understand. Values which say "hey - hang out with me - and you will be more ethical/powerful/smart/cool."
What happens then, if a brand's values are out of step with perception? What happens if its visual identity no longer matches its corporate one?
Moreover, what happens if some smart young designer, with a cynical eye and acid pen (or computer) re-imagines brand logos in the eye of their out of step beholder?
The genius re-imaginings of Marco Schembri. Please check them out - they are very clever! And they underpin a fundamental shift in brand marketing. If brands are no longer the holders of their values, and can no longer dictate them - where will they find their new relationships? How do they ride the wave of cynicism and the expectation put upon them? What new brands will rise to sweep the public off their feet, and from which new horizon will they emerge from?
Strange and interesting times ahead. thanks god for that cup of tea and good book.
Iconic logos are instantly recognizable, but most marques don't necessarily evoke images of the products the companies sell — or how those products make you feel after using them. Marco Schembri, a 26-year-old Italian industrial-product designer based in Malta, released a graphic project in January, humorously imagining what 10 famous brand logos would look like if they were affected by their own products.