"A logo is a kaleidoscope of meaning": why logos are more important than you think

For every eagle putt, basket made, or race tape broken, you can’t help but notice the logo on the athlete’s hat, singlet or shoe. As weekend warriors, we might even share in – or feel a hint of – those past or imagined glories. Beyond sports, we self-identify with our tribe through the brands we wear, purchase, and consume.

In a world dominated by social media and ever-growing content proliferation, it’s easy to overlook, or under invest in, one of the most vital assets in a branding toolkit: the logo. This is especially true in the constant content machine, where ownership often extends beyond the brand and marketing teams.

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Brendán Murphy
Senior partner, design, Lippincott

Brendán is a senior partner in design based in Lippincott’s New York office. A native of Dublin, Brendán has over 25 years of experience at Lippincott spanning identity design, brand voice, campaign development and customer experience innovation. Brendán has led and designed programs for a wide spectrum of clients including Aer Lingus, Ameriprise, BD, Blue Cross Blue Shield, Bombardier, CIBC, CityMD, Comcast, DuPont, Hearst, Intuit, Liberty Mutual, Morgan Stanley, MSK, Samsung, SK, The New Yorker, Toys ‘R’ Us, The Weather Channel, TimeWarner, Wells Fargo and Vale. His pro bono work includes NYC Pride, The NewYork Historical, Be The Match and Lighthouse International.

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