Logo Land: theme park or factory?

Robert Passikoff, president of Brand Keys Inc, argues that marketers should question the value of overhauling their logo, first by asking how much it contributes to brand behaviour.

Logo Land: Theme Park or Factory?

Robert PassikoffBrand Keys, Inc

Ours is an age in which logos represent many things. They are part pop-artform, part fabric of social consciousness, and the most visible part of brand culture. And though we may all be art...