If you don't have a logo, or Working With What You are

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Designer, artist, art director and copywriter with experience in various creative fields. I am a columnist and teacher at the HSE School of Design. I have received over 30 design awards, including prestigious prizes such as Good Design and Red Dot. I have served on the jury of the Cannes Lions, Eurobest, and AD Stars international festivals, which confirms my professionalism and expertise in design.

I am the author of the book "Parable Therapy, or the Book of Meanings about Marketing," co-authored with Sergei Kuzhavsky. He is a regular contributor to Snob magazine and has published in the graphic design magazine [kAk], as well as in publications such as Creative Director and Vedomosti. In his work, the author explores the deep meanings of marketing and offers unique approaches to understanding it, making his publications interesting for both professionals and the general public.

Rostov looked at Pierre with hostility. Firstly, for him, Pierre was a rich civilian and the husband of a beautiful woman, which caused discontent. Secondly, Pierre, lost in his thoughts and absent-minded, did not recognize Rostov and did not return his bow. When the time came to raise glasses to the health of the sovereign, Pierre, continuing to think, did not stand up and did not take a glass.

“Why aren’t you raising a toast?” Rostov shouted, looking at him with delight and anger. “Don’t you hear: the health of the Emperor!” Pierre, sighing, obediently stood up, drank his glass and, waiting for everyone to sit down, turned to Rostov with a kind smile.

He did not recognize her, but Rostov was in no mood for discussion. He loudly shouted “Hurrah!”, absorbed in his emotions.

Leo Nikolaevich Tolstoy is an outstanding Russian writer, author of the epic novel War and Peace. This work, written in the first half of the 19th century, is considered one of the greatest achievements of world literature. War and Peace covers the events of the Napoleonic Wars and explores themes of human destiny, morality, and historical change.

The novel weaves together characters from diverse social strata, allowing the reader to gain a deeper understanding of life in Russia at the time. Protagonists such as Pierre Bezukrov and Natasha Rostova undergo significant personal trials, reflecting the complex relationships between the personal and the universal, the individual and the historical.

Tolstoy masterfully describes not only wars but also moments of peace, exploring philosophical questions about life, love, and the meaning of existence. War and Peace is more than just a historical novel; it is a profound reflection on human nature and its place in the world. Reading this work remains relevant today, attracting the attention of new generations of readers and researchers.

A month ago, we discussed the problem of outdated logos and ineffective communication systems between brands and their audiences. In this column, I'll discuss consumer engagement methods that can remain relevant over the long term.

As the master of the situation, I've decided to change the approach and propose discussing topics that, while not eternal, remain relevant. We'll leave boring conversations about eternal truths for later. Instead, let's focus on interesting and pressing issues that concern us here and now.

I present to you a deeply personal list of criteria that determine the level of trendiness of your brand. It's important to understand that "trendy" shouldn't be confused with "success" – you can be innovative and relevant without being profitable. Some may consider this acceptable, as not everyone strives for financial success; for many, fame and the opportunity for self-expression are more important.

The absence of a corporate color can be an advantage for your company. Unlike brands like Sber, Gazprom, MTS, or Whiskas, you haven't invested heavily in protecting your color rights or registering specific shades in the Pantone fan. This opens up a wide range of color options. You can use a variety of grays, whites, and other shades without risking legal consequences. While using the turquoise blue shade Pantone 1837, associated with Tiffany & Co., may pose challenges, you still have a wide range of other colors available. This allows you to experiment with your visual style and find unique solutions for your brand. Your logo doesn't have a fixed grapheme, or it changes depending on current challenges and issues. Today, you might use a dark green square, and tomorrow, a purple wave. Don't be afraid to experiment and adapt your logo to meet current needs. This approach will allow your brand to remain flexible and relevant in a changing world.

You haven't hired professionals like designers, art directors, illustrators, copywriters, or lawyers; instead, you've acquired access to neural networks. In this case, a well-written prompt and clear restrictions on what shouldn't be created are key. Artificial intelligence can already generate images of people with five fingers (though feet are still a challenge), so why not try creating a logo with the required number of letters? While this may be challenging for now, creating a symbol without text is already quite feasible. Modern neural networks open up new opportunities for business, allowing the generation of unique visual content and logos, making them useful tools in design and marketing.

You're not using illustrations to convey the essence of your brand. This practice dates back to the garage beginnings of the Apple Macintosh creators, who relied solely on their creativity. Your symbol may represent many things, but it doesn't capture the essence of your business. Congratulations on this approach.

If your brand name is difficult to read and remember, this is a serious problem. Such difficulties can lead to potential customers not being able to pronounce it correctly or recall it. Simplicity and memorability are key to successful branding. It's best if the name consists of simple letter combinations, without vowels and with minimal use of numbers. Complex names, reminiscent of complex passwords with all caps and unusual characters, may seem trendy, but they create a barrier to perception. Make sure your brand name is easy to read and remember to attract and retain the attention of your target audience.

You've developed a unique method of communication: your brand is represented by a whistle with a specific tone, a scent printed on an aroma printer (such technology is coming soon, no doubt), or an emotion that directly impacts consumers' consciousness (although this may not happen anytime soon, progress is inevitable).

Currently, this practice is not always successful. Consider the case of a famous musician who initially used his human name but then decided to change it to a complex symbolic designation. As a result, fans had to awkwardly refer to him as "the man formerly known as Prince." This example illustrates how name changes can complicate the perception of an artist and their brand, which is important to consider when shaping a public image.

There are musicians who bring a unique approach to the world of music. One such artist is Socalled, who has carved out a niche in the music market for many years. His work reflects themes of self-identification and self-expression, which are particularly vividly illustrated in his music video, "Work With What You Got." This video explores the nuances of self-identification and invites viewers to reflect on the importance of accepting and using one's resources.

You find it difficult to communicate with ordinary people who don't understand your level of progressiveness and are in no hurry to bring you money. Unusual consumers are rare, yet you persist.

The lack of a logo, identity, and clear communication channels may indicate that your brand lacks a clear identity. This approach can be perceived as a lack of professionalism and seriousness. In modern business, having a recognizable logo and a clear visual identity is an important aspect of brand building. Effective communication with customers helps build trust and increase loyalty. Developing a unique brand with a strong identity and a well-thought-out audience engagement strategy is the key to successful market promotion.

Current trends remain stable, and changes in fashion are not yet observed. It is important to monitor current styles and preferences to stay on top of the latest trends. Fashion continues to evolve, but at the moment, we see that certain trends retain their popularity. Stay tuned to changes to adapt to new trends in the fashion world.

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Read our previous issues.

• The Temporary Ones, or Ten Reasons Why You're Out of Fashion
• What a Logo Owes Us, or About the Beauty of Nails: About Cool Brand Logos
• BREDnames, or Born Out of the Blue: About Brand Names and Whether They Always Have Meaning
• Will the Rain Be Gentle: The Future of Identity When Its Creation Is Outsourced to Robots
• Eternal Language: The Communication Capabilities of a Sign as Part of a System
• Disassembling the Christmas Tree: New Year as a Brand with Mascots and Promotion Strategies

Learn more about design in our Telegram channel. Subscribe to stay up-to-date with exciting news and the latest trends in the design world.