If I said to you, "Joe, (if that's your name, if not, pretend I said your name) I think we should differentiate your brand by using your very own strain of bacteria". You would think I was off my rocker wouldn't you. "Bacteria? Like Semolina?" Well, not really, something smoother sounding. Some bacteria that sounded almost, cool. And it's a special bacteria, because it would be your bacteria. And consumers would be clamoring to buy your product so they can have your bacteria ingested into their bodies. Sound's pretty crazy doesn't it? Well, welcome to the world of yogurt.

Next time you are in the yogurt isle of your grocer, check out some of the brands of yogurt and the special bacteria that they  promote as being it's "unique" type of "culture". Oh, yea, they likely wont call it bacteria, they cleverly disguise the fact that it's bacteria by calling it a "prebiotic culture" or "probiotic culture". But it's all bacteria. You also wont hear them advertise it as their own unique "strain". That wont sell yogurt very well.

But thats it, some yogurts differentiate themselves from one brand to the next with strains of bacteria. Promoting the benefits that each one's special bacteria has on your well-being. There are other differentiators, some are for kids, some are for seniors, some are for women, some are for teens. In a world where you and all of your competitors have virtually the same product and flavours, it comes down to how you are going to position your brand.

Let's take a look at some of the brands and the special strains of "culture" that each one markets.

Brand: Dannon Activa
Bacteria: The unique probiotic culture bifidus regularis
Claim: Clinically proven to help naturally regulate your digestive system.

Brand: Dannon Danimals® Smoothie
Bacteria: Natural probiotic LGG®
Claim: Proven benefits for positively affecting children’s gastrointestinal function, immune function, and oral health.

Brand: Yoplait Yoptimal
Bacteria: BB-12® Bifidobacterium lactis and LA-5® Lactobacillus acidophilus probiotic cultures
Claim: Contributes to healthy digestive tract flora

Interesting isn't it? What yogurt brand do you buy and why? Let me know, use the form below.

Thanks.

Rob

Other Links:
The Great Atlantic and Pacific Tea Co.
A&P Wikipedia Link
A&P Canada Wikipedia Link

How about you? Do you have fond A&P memories? Does the sight of it's logo inspire fond memories? Let me know, leave a comment below.

Thanks,

Robert Scozzari

2012 Olympic Logo caused much controversy

The 2014 Winter Olympics has officially revealed it's new logo recently. The new logotype is a very simple, easy to read and identify. I have to be honest, I'm not blown away by it. I do think the play with the "hi" and the "14" is interesting. To be honest, I think its far too safe. I think they are trying desperately to not stir the pot after 2012 logo caused so much controversy.

Here is a close up of the new 2014 Olympic Logo…

What do you think? Let me know.

Ciao,

Robert Scozzari RGD

Millcroft Vs. Michaels logo

Recently, I was driving to go visit a client. My eye was caught by a logo on a sign for a local golf club, Millcroft Golf and Country club. So I gracefully stopped my car and snapped this photo. What caught my eye was not what it was, but what it wasn't. You see, for a split second, I thought I was looking at a sign for the retailer Michaels Arts and Craft store.

Now, as you look at the two signs below, it's obvious why, for a split second, I thought I was looking at Michaels. The two fonts are very similar. The colours are identical. The word length are similar. The shape of the word is similar. The footprint is similar. The only way to differentiate the two logos, is to read them.

What, read them. Duh. You may be thinking, that's enough to differentiate them, isn't it? After all, they say two different things. One says Millcroft and the other says Michaels. What's your problem Rob?

Oh, wait, let me add in, that the Michaels logo you see above, has actually been redesigned, here is the new logo.

The redesign for Michaels kind of helps the situation a bit. But only for Michaels, not Millcroft. Let's not forget though, in case you didn't know, that Michaels has also been very slow to change the store fronts to the new logo. So the old one is still fresh in people's minds.

You see, people don't read logos. At the blink of an eye, eyes observe the shapes, convert them into electrical data, the brain reads this data, references it's huge database of other brands, symbols, shapes and makes it's best attempt to identify the item being observed. This happens in a split second as 99% of the viewers are driving past at 90Km/h. In this case, and I believe most cases, this logo will be identified as Michaels.

You may be wondering, who has the problem? Millcroft or Michaels? Well, I think it's Millcroft that has the branding problem. And here is why…

• Michaels is a very large chain retailer. - A logo should never look similar to a highly recognized chain store's logo.
• Michaels' old logo is still very recognized. I'm not sure who exactly was here first, but the Michaels version carries more recognition, hands down.
• The font itself is a non modified type treatment. It's always a very bad idea to simply use a word, typed out in a font that anyone can purchase and use for their logo. It results in other similar logos that are very easy to duplicate
• The colour of the logo is generic. Nothing stands out about his logo
• Nothing of the Millcroft brand identity differentiates itself from anything, let alone other golf clubs. A logo identity should be the face of what differentiates you from your competitors
• This sign looks like a retail store, not a golf club

Moral # 1 of the story is never ever have a logo that is only text from a font that anyone can use.
Moral # 2 of the story is if your logo looks too much like another more recognized brand, change yours

My personal feelings are that if Millcroft were to improve it's brand/logo identity and communicate what makes it different from other golf clubs, it would greatly improve it's annual revenue. They should be able to position themselves to be one of the leading clubs in the area.

Ciao,
Robert Scozzari

What? An "apple"? Well, it must look allot like Apple's "apple", the one in their logo right?

Well, no. It's actually quite different. It's actually quite a creative representation of an "apple". It even slightly looks like a "W", for Woolworths.

Well, it must be the same colour as their logo right?

Well, no. It's green.

Perhaps it has a bite out of it, like the Apple logo?

Uh… no to that too. No bite. It has not been bitten. Ixnay on the itebay.

So why are they suing Woolworths? Well, because it's an "apple". Apparently they hold the rights to "apples" in logos. This is not the first time that apple has sued over the image of an "apple" in a logo.

Here are the logo's in question…

Now look very closely. It's not easy to see the very subtle differences. Take a look. See… they are practically identical.

So what does that mean for you, the business owner or marketer?

Well, don't have a logo with an apple in it. But besides that, there is a lesson to learn here. I think Apple is at risk of tarnishing their very precious brand if they keep on this vigilant pursuit of all apples. I believe Woolworths has successfully branded themselves to NOT look like Apple.

One does not make me think they are the other. But just the same. When designing a new logo identity, it's always important to ensure the designer has done everything in their power to check the logo against other logos to confirm there are not resemblances that may result in court. That said, there are hundreds of thousands of logos out there already. How do you make sure that your logo does not resemble other logos? Well, that's where a good creative designer comes into place. A designer that does not simply rely on their first instinct in creating imagery for your company. A good designer should know when to continue with ideas until they have created something truly unique.

That doesn't mean that your logo will not resemble any other logo in the world, it should just greatly reduce the chances. Which will make you stand out from your competitors.

Ciao,

Robert Scozzari RGD

Now, the controversy, the logo on the left (Team Canada) is too similar to the logo on the right (The Conservative Party of Canada). Is this real? Is this a blatant rip off? I say no.

What this is actually is two unoriginal and two unimaginative logo designs. Neither of the logos try to capture a unique aspect of the organization they are meant to represent. A 'C' with a maple leaf inside of it would likely be the first round draft of concepts that should not be shown to the client.

What does this mean to you, the business owner or marketer?

Your logo is like a signature. It is meant to represent your business and only your business. When your logo is merely a diagram of cliché images that are commonly used in your industry, it is very common to encounter other organizations with similar brands.

Ensure you hire a brand identity designer that understands the implications of a poorly executed and unimaginative logo. Ensure your logo identity is unique not typical. This helps create the highest level of brand awareness for your organization. That's one way you can position yourself as unique in your industry.

Ciao,

Robert Scozzari RGD