The Real-World Branding Podcast
About This Show
Real-World Branding is a podcast for and about brand and business building hosted by Bill Gullan, President of Finch Brands. Each bi-weekly episode features a fast-paced interview with a brand development practitioner in an interesting category. Guests talk about their careers and the challenges and opportunities associated with their companies and branding today. Real-World Branding is a smart, practical podcast, focused on what it takes to build, run, and grow successful brands in the real world. For show notes and more, visit finchbrands.com/category/podcast/. Finch Brands is a real-world branding agency headquartered in Philadelphia and a premier, boutique branding agency.
Most Recent Episode
One Big Idea: How Good is Your Logo?
In this week’s episode, we talk all about logos with Finch Brands’ Creative Director, Jess Koffman. We review what makes a logo successful and detail the finer points of great logo design. If you like our podcast, please subscribe and leave us a rating!
Bill Gullan: Greetings one and all, this is Real-World Branding, I’m Bill Gullan, President of Finch Brands, a premier boutique branding agency. This is One Big Idea, and today we have ‘logopalooza’ or something similar. We’re going to talk a lot about logos, and we’re going to introduce to the discussion here and to all of you through your earbuds, Jess Koffman, who’s the Creative Director at Finch Brands and is a logo creator and evaluator extraordinaire.
So we’re going to have Jess weigh in a little bit on some recent research about the best logos, as well as thoughts from her own career in terms of what makes a great logo and how we think through how to create great logos and visual identities for clients.
Before we get to Jess, just to set this up, there was a survey by the Morning Consult, the research firm and AdAge were responsible for this in partnership, and they surveyed for favorite logos. They surveyed Americans, I haven’t read the whole methodology, but just general consumers and then also a group that they consider to be ‘brand experts,’ an those are marketers and designers and everything else. They presented their results of the top logos from a perspective of both these audiences, and there were some areas of agreement and some areas of difference, and I’m not sure what the actual criteria were, but we thought that this was the makings of an interesting conversation about the technical and emotional aspects of creating great logos.
Without further ado, Jess Koffman, Creative Director for Finch Brands is here, thanks for coming and joining us.
Jess Koffman: Thanks for having me.
Bill: So Jess, full disclosure, you have developed at least one logo on this list-
Jess: At least one.
Bill: … on the surveys, at least one.
Jess: It’s not number 31, but it should be.