Dan Antonelli
New Member
I've put it on a back burner for now. Jeremy is working on it every now and then. We have regular customers to finish up, first.
Besides, I have mixed feelings with what to do. I appreciate all the feedback and we're seriously thinking about all the ideas and thoughts.
The one that comes to mind the most is the connection of an owl.... and signs.
- So Dunkin Donuts has a coffee cup as their logo….. yep, that makes sense.
- Then there’s Nike’s ‘famous ‘swoosh’…. that makes plenty of sense.
- Don’t forget Harley…. their logo does it all, but what does it mean ??
- How 'bout Marlboro..... how does that fit in with cigarettes vs. an owl doesn't do signs ??
Are some of you really trying to tell me a logo must have a reinforced picture whether it be a real photo or a cartoonie matching what you do to make it work ??
I can see a marble company putting samples of marble on their truck or sign, I understand food pictures going on food related businesses, but how do I put a picture of a sign on a truck without someone thinking it’s whatever the picture is that I’m selling ??
So, if I have this straight….. in order for a logo to work it has to have some kind of visual reference as to what you do or sell.
I'm just afraid the eyes are way-y-y-y-y too close to this guy.... and low and behold, they even have an owl on them. How the heck does that sell chips ??
Gino-
It's funny you reference Nike and some of the others and their branding. I just finished a section in my new book on that. Basically, you can brand anything - with no direct correlation to your business type - if - and only if - you have enough money to do so to make it memorable. If you do not have the corporate dollars to put behind a 'meaningless' symbol or logotype (think new Ebay logo, or HR Block) than from a small business perspective, you have to make the connection more obvious in your branding.
That being said, its no secret that in 99% of the cases, I will not use a photo of any sort on a truck wrap. Why? Because photos do not represent a brand. You can't make a photograph part of your brand. And if your brand is your most important asset, than photos diminish that asset - because they don't reinforce it.
So why do so many wraps use photos? Mainly because they're used a crutch for a poor brand. Or the sign company has no choice (and the consumer doesn't know any better).
So what I see you have here is a photo, with some generic type, with no brand integration. You have a great name - with so many possibilities. Owl, maybe. Smart person graphic, maybe. I'd need to know more about how your mascot was integrated for the last thirty years to determine its value in keeping it moving forward versus another approach.
Wise potato chips is very popular in our neck of the woods, so you'd want to tread carefully on that approach. But in my view, you tackle the brand first before you start thinking about the wrap, and you let that brand really shine on the truck by integrating it in a meaningful way. You have 9 letters in the name which affords maximum impact, and good opportunity for a very cool mascot or icon.
Just my two cents pal ---