Friday, May 9, 2008

Logo element as a Campaign Device

Every client loves his logo. (Well most do.) And most of us in Advertising have learnt to ignore the dreaded request from the client when we present a layout... "Don't you think the logo should be a bit bigger; on second thought, a LOT BIGGER".

I have seen many art directors contemplating suicide as an attractive option very, very seriously at that point in time.

But then, the logo at times can become a brilliant device to get across the Brand DNA much to the delight of the art director involved. For instance, consider the two National Geographic ads below:

The campaign works well because an element of the brand – the yellow rectangle is used in an unexpected manner to bring freshness to communication that in essence is pretty straightforward.

Makes for a happy client. Not to mention a seriously happy art director.

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