I hate you. I love you.Image courtesy of Image via

“Put your products, service, website, signage, business cards… every touch point to a simple test. Stand in your customers’ shoes and answer one question: what are three things that compel you to say, ‘I love this?'”
— Kevin Roberts, CEO, Saatchi & Saatchi

A logo is the conversation starter, the tool that communicates the essence of a brand to the audience. Consider what a powerful tool it is. Designers are commissioned with the responsibility of creating the identity of the organisation. The visual hook on which everything else hangs. We’re not just talking colours and clever layouts here. The designer literally has the task of communicating the DNA of the business and more importantly evoking an emotional connection with the customers of that business.

The thing is your client really isn’t your client at all. They may be the one paying the design fee but ultimately you are working to please your client’s customers.

You can’t go wrong with your designs or marketing if you truly are putting your real customer’s feelings (not just your paying client’s) front and centre.

So think about taking the opportunity to practice a little Edgecraft.
 To find, as Seth Godin describes in Free Prize Inside, “the element that transcends the utility of the original idea and adds a special, unique element, worth paying extra for, worth commenting on.”
 You then have the freedom to use your creativity to stand out, discover exactly what your edge is, and do something remarkable.

“Going all the way to the edge is the only way to jolt the user into noticing what you’ve done. If they notice you, they’re one step closer to talking about you.”
— Seth Godin

Put your energy into creating something that changes the way people feel. Something people want to buy into. 

Think about using these metrics…

Did she love it?

Will she talk about it?


Why not?

…and creating not just logos, but some “I love this!” moments.

Also by Bernadette Jiwa:
Beyond the portfolio — why being a great designer isn’t enough
Sell what Google can’t optimise


For example: The Coca-Cola company isn’t focussing on their drinks in their marketing but on some sort of experience (“The Happiness Factory”, what about the whole Santa Claus image they created). Nike aims on an active “vibe” (“Just Do It”) and the list goes on and on.

I think that great identity creation is more than just designing another wrapper (logo, advert, packaging etc), something that you just tack onto the product to increase its’ appeal. Designers get to create what is often the first connection with the customer. Communicating the essence of a brand so it touches people is an art, not just way to sell more.

Solid article. I’ve always thought that superb logo and brand design is all about selling the sizzle, not the sausage.

But of course, you must ultimately be able to PRODUCE the sausage.

Thanks Ian,

Good analogy!
I’m sure you’re sausages sizzle :).
Finding your edge is what will differeniate you as a designer. Then you can communicate that to your clients. Designers need to have the ability to show clients the diifference between just buying a logo and having an identity created, I don’t think this is something that in general is communicated well in the industry.

I guess we could say the purple cow starts with the logo, right? If you read that book/idea from Seth, that is.

Hi Daniel,

Seth sums it up best when he says, “we’ve only touched the tip of the iceberg of what great design can do for a product, service, a form or even an organisation.”

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