Too often we hear statements like, “It’s just a logo,” or “Logo’s aren’t that important—people put too much emphasis on them.” When an identity is belittled to the point of being called a logo, this is true. And for these people, that’s all it will ever be (poor them). However, if an identity is truly cherished, nothing could be more untrue.
Imagine a newspaper (remember those), a social media feed, or a web page; choc full of content, headlines, facts, stories, ads and pictures. Now imagine as your eyes are scanning, your attention is stolen—only for a fraction of a second. There is a little pink ribbon in an ad. Of course you already know, it’s the Pink Ribbon of the Breast Cancer Society.

Consider the power this icon has even though it entered your mind only for a millisecond.

This little pink ribbon represents so much. Pain. Passion. Perseverance.

Nothing out there cuts through everyday clutter like a simple, well designed icon.

Great identities trigger memory and your heart is irrefutably attached to your memory.