Practical Sales Training™ > How To Get Attention > The Adapted Logo Effect
What is it?
The Adapted Logo Effect allows you to bend your brand to convey certain messages and move beyond simply your logo and colours.
Why does it work?
It works because we recognise the branding first and then notice the slight alteration. With the advent of the Google Doodle, we’re more used to brands being a fluid concept and something that can be adapted and altered to convey different messages.
How can you use it?
Depending on your offering, how could you adapt your branding or name to incorporate positive characteristics, actions or feelings things which your buyer will appreciate?
In the UK, the sugar company Tate and Lyle use the term “Taste and Smile” on their packaging in the same style as their logo to remind us of the enjoyable experience that baking and eating sweet things can create.
Example:
Google’s “Google Doodles” are a perfect real-world example of the Adapted Logo Effect. On special occasions like holidays, anniversaries, or cultural celebrations, Google changes its logo on the homepage to reflect the event, but the core branding remains instantly recognizable.
See also
