Fresh Idea: Lush Logos

Logos are everywhere these days. You can't help but see at least one brand throughout your day. They come in different shapes and sizes and with diverse personalities just like people. So what makes one stand out to you over the others? What gives it appeal especially when it is broadcasting something as generic as a Farmer's Market? The logo needs to be lush. 

What do I mean when I say a lush logo? "Lush" as I want to define it is an adjective that means "appealing to the senses" - ie. I enjoyed the lush sounds of the orchestra. When used in this context it is a brand that attracts the customer without overwhelming them. 

This definition stems from an article again written by my favorite periodical, Fast Company, named "How to Build an Unforgettable, 'Smashable' Brand Identity (Hint: It's Not the Logo)." While the title emphasizes that your logo is not your brand, it is still an important part of attracting the customer. This article discusses that your brand has to be cross-sensory and so does your logo. 

Think of the car manufacturer Audi. However you may feel about cars they have done an excellent job making their brand concept consistent throughout their products. If you saw an Audi A4 and then saw an Audi A8 you may not know what the cars are or anything about them, but I'm sure you could guess they were from the same company because they look similar, sound similar, and drive similarly. The same holds true on the inside with similar layouts of stereo, seating, and lighting. The cars look very similar even though they are of completely different sizes, have different engines and features. 

So how does this carryover to the Farmer's Market. concept? How can you make a market brand show throughout the market experience while still maintaining heterogeneity?

1. Have a Visually Appealing Image and Color Scheme

My favorite example of this is the Minneapolis Mill City Market. Their website is brimming with vivid colors, great pictures, and a curiously attracting logo. It is a green silhouette of a rooster on top of a fire hydrant. Excellent because it says country farm meets city location. 

2. Proliferate the Image and Colors

Where the Mill City Market could improve is in their proliferation of that great image. I have yet to be to the market yet but their e-mails lack the same vividness. A good example of someone they can look to is Seattle's Pike Place Market. I started subscribing a few months ago to this e-mail feed just to see the newsletter and it is amazing packed with professionally done images, messages, and coupons. It looks like something I would get from Whole Foods. 

3. Have Consistent Vendors 

While I love diversity, there is a certain comfort to seeing a small number of consistent vendors to tell you that you are at a satellite of a larger market. The best example of this is the St. Paul's Farmer's Market which has different locations throughout the week but a consistent logo, color scheme, and some similar vendors that anchor their markets. 

4. Invoke the Other Senses When Talking About the Brand

The Minneapolis Farmer's Market has a radio show, a twitter feed, flyers, spokespeople, a market talk, and a cooking hour all revolving around their logo. They are creating a persona to their market more than anything else. I am expecting that when I visit their market my senses will be on alert. 

So a logo is much like the cover of a book. It can help someone open you up and see what you're about, but once they are in you have to keep them attracted to that logo. You need to continue to pervade your buyer's interest and senses.