Does this project really need a logo?

A guide for IC leaders 

You’re navigating a new project, and someone decides that the silver bullet for engagement, understanding and connection is a brand identity. Sure.

And yes, while we may want to roll our eyes at the mention of new branding when there’s already perfectly acceptable brand guidelines in play, it can actually be a useful conversation. (Don’t come at me just yet). Hear me out.

When it’s a straight-up no

If the request is for a process or a policy - expenses, room bookings, or a minor HR update - it’s almost always a "no." 

Straightforward changes and processes don’t need bells and whistles. Clear instructions and thoughtful user experience are where to focus the energy. In these cases, a new logo risks adding to the sensory noise we’re all trying to reduce. 

When it’s a strategic yes

On the flip side, working on brand identity can be a helpful way to shine a light on inconsistencies and misalignment. Presenting how something should look, feel and be identified forces stakeholders to come together and agree on some unavoidably concrete stuff. If they don’t agree - it’s a big red flag that someone’s missed the memo.

Distilling a messy, multi-year transformation into a brand can act as a stress test. It forces everyone to decide what the change actually represents. If you can’t visualise it, you probably haven't defined the "why" yet. In this scenario, the branding process is a shortcut to defining and visualising the culture you’re trying to build.

When it’s close, but not quite

The trick is knowing when a full brand is overkill. Often, a simple, consistent campaign visual is enough to create a recognisable thread through your channels. It can give the project recognisability without expending too much time and energy developing a brand that won’t be used beyond the 6-month project timeline. 

Need some help?

As a specialist internal comms agency, we see this daily. Our job is to make sure the visual identity isn't being asked to do the heavy lifting for a broken narrative. A brand identity can work wonders, but it’s only part of the picture - and it’s not a silver bullet. 

Next time you hear the relentless, we need a logo, request, use it as an opportunity to ask the big questions and have a deeper conversation.

Need to get back to the strategy behind the visuals? Whether you need a robust internal communications strategy or a partner to help you navigate your next big gear shift, we’d love to help you. Get in touch.