The Power of the Design in Branding Strategy

Zen International Patents and Trademark

A well-designed logo is an important element in branding strategy. The logo can appeal to consumer’s sight, the most important sense, and remain in the memory with frequent exposure.

Some companies succeeded in branding themselves by redesigning company logo. We believe Japanese apparel retailer, Uniqlo Co., Ltd., is that kind of company.

Please see the below images.

The old logo


The current logo


The current logo was made by Kashiwa Sato, a famous designer, in 2006.

The old logo is somewhat unsophisticated. On the other hand, the current one is simple and allows for easy recognition.

Uniqlo made world debut at 2006 NY shop with the current logo, and succeeded in overcoming negative brand image "cheap and unsophisticated apparel".

The power of the design should be considered in making brand strategies.


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