Expensive jewelry, luxury cars, exotic locations, 5 or 7 star hotels, top of the range fashion, massive mansions, travels to places where “paradise” have been made on earth, exquisite dining, superlative eye-catching photography…indeed just about everything that makes the “good life” colors the status of a Nigerian Celebrity, Rich Fame Ball And Slay Queen.
Somehow, for one reason or the other, ownership of a logo comes into the list of desirable items for this class of people that I will describe as VIP going forward. Why is a VIP concerned about a logo? The answer is simple; A VIP is motivated by the emotional desire for exclusivity, custom made and pseudo aristocracy to command respect, recognition and patronage towards their personal brand or business.
However, little do they know that in spite of all their attempts, the GTBank or Dangote logo alone are far more valuable than all the logos of Nigerian celebs, rich fame balls and slay queens combined. Except, and noticeably too, the logo of the Jagaban – Asiwaju Bola Ahmed Tinubu.
So what is it really that these VIP class of people don’t know? Let me start from a very simple obvious. The GTBank or Dangote logo are in a class that meets all the requisite precepts of the global best practice of making and owning a good logo. One that will do the work of attaining value. While the rest, yes indeed the rest combined, owned by these VIPs, all follow the same process of making, as well as the imitation of similar attributes or features that’s premised on knowledge gap. Yet it is believed to be the reflection of VIP. This approach cannot amount to value and value is a prerequisite attribute of VIP, no contesting it.
What is this value I am referring to? It means the self sufficiency and singular power of the logo without human presence, to do the following:
- Conjure favorable perception and or fanatical emotions such as loyalty, towards the brand.
- Command commercial and financial exchange for the brand.
- Secure the longevity of the brand. Every smart personal brand should be concerned about longevity.
A quick one. I earlier mentioned the Jagaban; do you know that his logo through the years of the colloquium events in his honor for example, have been more than sufficient to deliver the impact and power of his political influence. All branded items and the entire auditorium carry his logo, never his face or name. And the man on the street recognizes whose item is been carried. I’ve attended one before, so I know.
The opposite is that it’s either the face or the unclad style of the VIP that’s known and brings representation to the “brand”, especially on the digital streets, like Instagram. It isn’t sustainable where building a brand smartly is concerned. “People need to identify with your logo if you have decided to go in this direction. The reward is exceedingly more than you can imagine”.
The problem is hinged on the fact that the logo currently used by VIPs are almost impossible to install in human memory. The ability for a logo to be easily remembered is one of the premium characteristics of a successful logo. By implication, a logo that does not possess this premium characteristic, cannot fulfill the aforementioned points enumerated earlier.
Something about the human brain you should know: Ambiguity, in-congruence, complexity and the likes, don’t lodge properly in our memory bank. Whether consciously or sub-consciously, it just won’t go into memory. Except until made simple, clear and concise.
One appreciable fact of VIP lifestyle is a constant and emotional demand for the best and their openness to it. This is why, I believe the narrative of use and ownership of a good logo in their hands can change into one that will maintain and commercialize VIP status.
Let me go international. An example is Kylie Jenner, the new entrant into the billionaire circles. She owns the iconic glossy-lips-oil-dripping logo. It is exclusive, unique, it is not an imitation of something out there…its construct, (typography and stylization), use and ownership are all according to global best practice. The logo isn’t just the fresh-out-of-software design, as a mere attempt for aesthetics. Rather, it is a product of thought made simple and simply relevant. In the end, it has proved it’s value.
So I’d like to expose one unfair reality: That your logo is in gold color doesn’t mean it is valuable, unique, classic or even expensive. The logos of VIPs or businesses that I mentioned and have the attributes I enumerated earlier aren’t in Gold. Instagram is packed with many of such, all mostly connected to VIP.
Do you know that the kind of uniqueness ever so deserving of bragging rights, is for example to have the typography associated with your Logo as a VIP to be a license font. Meaning the typography (font) is singularly and legally owned by you or you’re one of the few to own it globally. “Now that’s VIP and it’s what VIP really is about”. I needed to establish this.
Another claim to bragging rights is to have your logo trademarked.
A trademark is a logo, name, word, or words legally registered and protected to be established by use as representing a company or product.
Of course, a world class logo is 100% suitable to be a trademark. And for certain, it’s making can not be short of world class either. Now that’s exclusive, that’s unique, that’s VIP.
So what must you do as a VIP? The conversation will be continued in person if you desire to be the VIPs MVP. I am the logo maker for the VIP.