Here in the Information Age, we receive more words than can possibly register. We are deluged with data.
Funny thing. When everyone is shouting, most marketers attempt to shout louder to be heard. Most strive for share of voice by out-explaining their competitors.
In a previous post, I suggested that using fewer words demonstrates focus and clarity. “Less” stands out from the rest. “Less” is often most powerful.
As an example, this wraparound outdoor signage at West 42nd Street and 7th Avenue in New York City works without words. Not even a brand name. Of course, it is Target, a master of restraint.
Target’s effective use of simplicity arises naturally from its philosophy. “Great design is the essence of the Target brand. Since day one, our company founders recognized that the appeal of smart, stylish, well-designed products and stores would set Target apart.”
In its marketing, Target applies its standards consistently. Its advertising is quickly recognized. In its category, it owns the colors red and white, the way UPS owns brown and Fiberglas owns pink. (Owens Corning, maker of Fiberglas insulation, has actually trademarked the color pink.)
The target icon is so simple and obvious it is recognized without the Target name.
No name — ’nuff said. Which other brands can get away with this?
Great post Kirk, I really agree with the less is more philosophy in Branding… after reading your post, it got me thinking what brand logos have the type of power. Here is my short list of the strongest logos: Nike, Apple, BMW, Microsoft, MasterCard, Mercedes, and McDonald’s.
Love this post. I’m all for the “Less is More” philosophy.
Great write up. I absolutely love Target for their focused design in not only their branding, but their unique layout and shopping experience as well. Having many of the same items spread throughout the store in accordance to relativity is a great example. It begins to leave a really bad taste for a brand when they try too hard to hammer their identity into your skull. Targets simplicity, to me, communicates a very strong confidence and in turn leaves me feeling confident along with them.
In its TV spots, Target’s name appears only briefly in tiny disclaimer-sized text at the beginning and the end, as in this one: http://tinyurl.com/pavpwl
Fascinates me that they can market with an icon only.
Picture looks busy to me …until I realized it was all the Target logo!
Fewer words, yes. But well-chosen. Interesting to note that Target has been around since 1962. Who knew? On personal note, over the years I’ve gone from Kathryn to Kathi to Kat. Someone suggested in a few yrs., I’ll be down to just @. One can only hope.
p.s. More on this. http://www.thoughtsonbrand.com/2008/03/chilis-and-apple-signage-shape-of.html
Chili’s and Apple–two more brands that don’t need words. Thanks, Kat!
More brands that do not need words – Apple, Mercedes-Benz and Nike’s swoosh.