A logo cannot simply exist on its own. It’s suppose to hold it’s own, but it doesn’t exist in its own space. It has to be applied to business cards, stationary, sides of trailer trucks, window fronts, clothing tags, the list goes on.This implies that there other graphic forms that accompany said logo, how does your stack up? Have you done exercises to determine the flexibility of your logo? This is what we call branding. Attaching anything to your strong logo, must be cohesive to all pieces ever created and will be created, and add meaning to the existing identity mark.
In my very humble opinion, Target has one of the most flexible identity system I have ever seen. Their current campaign on tv and print is “Life’s a Moving Target”, and it’s so effective because of it’s simplicity. Present the need, provide the solution. It not only showcases their simple logo, but their simple philosophy – “life moves fast, shop at a store that has what you need in no time at all.” Love it.
Original Source (link)
Life’s a Moving Target Commercial:
