Everyday I see new logos being created that actually use someone else’s logo in them. I recently got a branding inquiry from someone who is starting Social Media blog and thought about using Facebook and Twitter icons in a new company logo. While I’m not trying to pick on Social Media Marketing and Management companies, because I’ve seen other businesses do it too – they do seem to be the most common offenders.
There are several reasons why this is tacky, not to mention it some cases may be illegal and it’s definitely unethical.
1. Let’s think about this for a few. Let’s say you built a brand. You spent, time, money and lots of energy into creating a voice, colors, fonts and imagery to create that brand. Would you want someone else taking your it and using it to promote themselves? What if you didn’t like or agree with what they were selling?
When you use someone else’s branding it can imply to the viewer that you are endorsed and/or somehow supported by that company. Now, while I’m sure Facebook is grateful for the advertising moola it receives from peeps who promote it’s use for business, I think it’s safe to say they do not endorse every Tom, Dick and Sally who stamps him/herself a “Social Media Guru”. Or even the real SM Top dawgs for that matter.
2. Lack of Imagination. Stretch yourself a little bit here. Don’t you want your branding to completely unique, rad and out-of-this-world awesome? Do you think you’ll achieve that by using OPLs? I got news for you – you won’t.
If you’re the name is “Social media genie”, no one needs to see a genie with social media icons floating around. When did we become so literal in our visual communication? This is a very limited way of thinking. Always start a logo and/or branding concept with who your audience is and what will draw them to you.
3. It shows you lack clarity in your offerings. Whether you offer a service or product, you have to know what you’re really selling. Is Apple selling computers, or are they selling a lifestyle? Are you selling Social Media Management Services or are you selling Effective Marketing Solutions? There is a difference and you have to figure out what you’re really selling to create effective branding.
Now please, for the goodness of all… stop using OPLs in your branding.
Thanks. That is all.
Nearly everyone uses social media icon these days on their site, business cards, etc – so here’s a good guide on honoring copyright laws.
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