If you read one thing today, it should probably be this:
Let’s do a little experiment: Erase the logo from every single one of your brand identifiers—products, stationary, signage. Close your eyes, now reopen them. Is there anything left? Would consumers still recognize those items as belonging to your brand? Look at your packaging, your copy, your colors, your design, your font, your spacing. Do any of them convey your brand’s identity? Or without a logo are you adrift and bailing water?
Next let’s examine your website. Again, by eliminating the logo, you’ll embark on a fun (I promise) and instructive exercise that will relieve you of any stubborn logo-fixations that may still be nagging at you. It’s one that will force you into acknowledging the value that every single one of your communication elements plays in defining your brand’s identity. Okay, still hiding the brand logo, eyeball your copy, your graphics, whether your pages are spare or dense-looking. Do all these things convey what your brand represents? Does your brand have a personality anymore, or is it standing shyly and stiffly against the wall, hoping no one notices it now looks (I hate to tell you) like every other brand out there?