• The Rolling Stones Logo
So I recently read an article in Business Week of how the original artwork of the Rolling Stones Tongue logo has recently been sold to a museum. The artwork sold for a whopping $92,500. Read the article for yourself. The Rolling Stones logo makes for a very interesting case to demonstrate the benefits of a great brand (band) identity for any business. Here are some points I'd like to point out about this logo that every single business owner and anyone in charge of marketing should know…
- It's the Rolling Stones logo, not Van Halen. There is only one entity in the entire planet that this brand identity would work for. That's the Rolling Stones. Put that tongue on any other band or brand, and you know as much as I do, It's out of place. Your brand identity should be so unique, that removing it from your company and putting it on another, seems ridiculous. If you do this, your brand identity will soon begin to work for you, by presenting your company and speaking out your company without saying a single word.
- Keep is simple stupid. This logo is pretty simple. A tongue and lips. The message is clear: It's about rebellion, it's about Mick Jagger, it's about rock & roll! It's the tongue and lips that make this logo. Add anything else, and the primary message starts to get diluted. There are no circles, no arrows, no text, only two colours etc. Add anything else, and you begin to detract away from the primary message.
- Know your audience. This certainly is not a brand identity for a folk band or a country and western band. It's the Rolling Stones. And they know exactly who their audience is, no question about it. This brand was designed for them and them only. In fact, it's very likely that when this was first designed and presented to the world in 1970, it repulsed every one BUT their audience. Perfect, that's the mark of a successful brand identity for a rock band.
- Be consistent and repetitive. This logo was designed in 1970 and is still as easily identifiable today. That's almost 40 years, but in Rock and Roll years, I believe that's about 120 (Just look at Keith). That only happens for two reasons. Repetition and consistency. Being consistent and repeating it over and over, builds huge brand recognition. However, there is a trick to this. Point # 1 must be in place. You see, if your brand identity is not original and speaks only about you, it would be difficult for the logo to be identified with you. If your logo looks very similar to competitors, it's very difficult to build that brand identity. Actually, while we are at it, point # 2 must also be in place. You see, being repetitive is great, but if your logo is too complex, it's difficult for the subconscious mind to register it and identify it every time it sees it. It becomes clutter that mixes in with the millions or billions of data bits entering your mind every day.
So is your brand identity as strong as the Rolling Stones logo? You don't have to be a rock star to have a rock star brand!
Ciao,
Robert Scozzari RGD
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