What is a logo exactly? And how does it differ from a brand? Let us digress with a really poor joke...
So these three Irish guys decide to invest all their savings in a cattle ranch in the states. They buy some land and livestock and then sit down over a few beers to try and work out a name. Three months later they are bust and return home, penniless. What went wrong, enquired a friend? Well, all was going well, until we agreed on a name for the ranch. And what was that, asked the friend? The 'Triple A, Lucky Emerald, Best Beef this side of the Border Ranch'. And what was the problem then?
"None of the cattle survived the branding..."
Anyway, we did warn you it was a poor joke. If it has any relevance to this discussion it would be this: be careful about how you brand your own business. The choice of company name may have a bearing on your choice of web domain name, for example. Who can forget when the multinational Power-gen launced their 'Versione Italiana' using the domain powergenitalia.com (Okay, so perhaps you missed that one. There are others, such as whorepresents.com and penisland.com... you get the point. We accept that not everyone finds these cyber-anomalies as hilarious as we do).
And that's just the name. You then need a logo, which is the building block of your brand. And at that point, your interest in all things 'branded' may come to an end. But if your logo has taken on all the appearance of a pair of once-loved but now well worn slippers, maybe it's time to check it into our logo clinic where we can give it some TLC and a full face-lift. We guarantee few things in life here at The Drawing Board, but the logo work will defintely cost a lot less than plastic surgery.