Breaking Up is Hard To Do: Letting Go of Your Logo


Recently, I sold my shares in a business I founded, to my partner, Shaftesbury, a leading production company.


We had to update a 30-year-old brand to include the new and growing business of branded entertainment. If you’ve ever been through a branding exercise, you know it’s tough – we worked for days on our brand essence, our shared beliefs, emotional drivers, product attributes and functional benefits to help position ourselves in this highly competitive market. The debates got heated, as they should; we were defining how this brand would grow in a highly competitive and disruptive business. Yet somehow, when the new logo arrived, it became the focus of our efforts.


We have all been there. This exercise is repeated again and again in marketing meetings around the world. You have spent time and created great work that reflects your brand values and how your brand can make a difference in people’s lives, and when you sit down to share your content the first thing your CMO will say is, “the logo isn’t big enough, the logo needs to appear sooner, it’s too close to those other logos.” They become vigilant about the logo.