Have you ever had trouble getting people to notice your business or even to care about it at all?

Now there are several reasons why this could be happening, but one of the most common is that your visual brand doesn't set you apart from your competitors,

which means potential customers don't think of

you when they have a problem. That's why today's episode is all about logos as John Falcons

sits down with my senior creative officer, Tim Newton. Thanks, Dave. So we're going to go through

some of the most iconic logos that there are, Tim, and I appreciate you being here. But first, I want to ask you, what do all of those brands do really well to have logos that win? It's really only two things when it comes down to it. A really great logo. It has to convey meaning or feel. Like you have to be able to see it that it feels like something,

you know, and the reason is because our brain is constantly scanning everything, you know,

and our unconscious brain is scanning and making decisions about everything that we see. And if a logo

isn't visually showing the meaning, then our brain isn't catching that meaning.

And so there has to be intentionality about how do the shapes convey the meaning of the brand.

It's like everything comes into play.

Colors and lines and typography and spacing, all that stuff means something.

And so it has to convey meaning in some way.

The second thing is that it has to be a

recognizable shape, you know? Like, and that's it. It just has to be recognizable. Because it has to be

able to be unique from the crowd. Like there are millions and millions of brands out in the world

and logos out in the world. And if your logo looks like somebody else's logo, then you're never going to,

you're never going to make the mental connection that you're hoping the logo is going to do. And I think about it like this, as a character illustrator, one of the things that tells you, if it's a good character, is if you can look at the silhouette and you know who the character is. And so you think about any famous character like Mickey Mouse or Homer Simpson or everything.

You can look at the silhouette and be like, that's Mickey Mouse.

Okay.

That's Homer Simpson. That means it's probably a pretty memorable character, you know, and same thing with the logo. You need to be able to look at it quickly and say, oh yeah, I know exactly who that is. But if you, if you don't create a unique shape for the logo, you're never going to get that. And you're trying to stand out in a crowd of millions of logos. We see 5,000 brands a day. And you have to stand out against 5,000 a day. So you see 5,000 brands a day? Really? Yeah, but it sounds insane, but that's a real stat. We see 5,000 brands a day. Wow. logos, that's how many logos, that's how many things we're seeing as we're going out in the world. It's insane. I mean, when you're driving down the road, you're seeing all the brands of the cars, you're seeing billboards, you're seeing buildings. And they all have branding, you know? Your logo has to be memorable out of those 5,000. Okay. So it should probably be pretty unique, you know?

Yeah.

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