Brands that last
When the president turned ninety, the directors of his company decided to honor him with a small turtle, symbolizing resilience and longevity.
Upon opening the package, the president made a face and declined the gift. He said he might grow attached to the little animal and would be deeply saddened if the turtle, which can live for over a century, were to die before him.
Brands are also meant to endure. However, the ability to survive in a constantly changing environment is a different challenge altogether.
This is the challenge every designer faces when creating a visual identity that not only stands the test of time but also keeps the brand alive.
Although I can’t remember the last time I used a film camera, the image of the Kodak logo, once the market leader in photographic film, remains sharp in my memory.
Similarly, the torn blue ticket from Blockbuster, the largest DVD rental franchise that went bankrupt more than a decade ago, lingers in my mind.
The product in these cases is like a turtle that has died. But the visible side of the brand remains intact, like its shell.