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Strong brand cues increase brand saliency by 52% and have the ability to more than double a company’s future growth prospects, Kantar discovered in 2021.
Further data from Kantar through its BrandZ research on distinctive brand assets showed that logos and shapes were the strongest assets, with a distinctive font significantly less so. It also connected financial outcomes: Brands in the top third for brand asset strength had higher average valuations ($2 billion) vs. the bottom third ($881 million).
And yet, in recent years, some legacy brands have introduced stripped-back identities, or “blanding” as it is unkindly described by some in the design sector.
Earlier this year, Johnson & Johnson (J&J) took a pared back approach to its logo that was described by Vanessa Broadhurst, evp of global corporate affairs, as communicating “our bold approach to innovation in healthcare, while staying true to the care we have for our patients around the...
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